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a real alternative to cigarettes

IQOS – a special tobacco heating system.

IQOS is the result of billions USD of investment and 10 years of development work.

The innovative HeatControl™ technology and ceramic coated heating blade ensure the even heating of tobacco sticks to up to 350°C. At this temperature the tobacco is not burned, and a tobacco vapor is produced.

This delivers cigarette-like satisfaction and real tobacco flavor from the first puff to the last.

IQOS 2.4 Plus Pocket Charger and Holder in White

Is IQOS with Heets an e-cigarette?

IQOS 2.4 Plus Pocket Charger and Holder in White

No. While they are both electronic devices, and do not produce smoke like cigarettes, there is one main feature that distinguishes IQOS from e-cigarettes: IQOS heats real tobacco, producing tobacco vapor.

Contrary to vaporizing an e-liquid, IQOS uses the innovative, specially designed, tobacco sticks. The tobacco in them is carefully selected and processed to ensure it is evenly heated from the inside delivering consistent taste and cigarette-like satisfaction.

This is why the majority of smokers who switch to IQOS completely quit cigarettes.*

*PMI financials or estimates, IQOS user panels and PMI market research.

IQOS – Why we choose to heat tobacco instead of burning it?

  • No combustion and therefore significantly lower levels of harmful chemicals. 95% less in fact.*
  • No fire means there is no ash and no cigarette smoke smell.
  • Less likely to not bother others around you.
  • No persistent smell on hands, in hair, or on clothing.

Simply take some time to find out whether IQOS is the right alternative for you.

Important information: It does not necessarily equal a 95% reduction in risk. IQOS is not risk-free.


* Average reductions in levels of a broad range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette (3R4F).
IQOS 3 next to coffee cups IQOS 3 Holder and Charger
Man holding IQOS

IQOS Heated tobacco vs e-cigarettes

IQOS Heated tobacco and e-cigarettes are both alternatives to continued smoking.


Man holding IQOS
This website has information about smoke-free products, which are for adults living in Denmark, who would otherwise continue to smoke or use other nicotine products. PMI’s smoke-free products are not an alternative to quit smoking and are not designed as cessation aids.

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