* Compared to cigarettes. Important information: IQOS is not risk-free. Average reduction in the levels of a range of harmful chemicals from IQOS (9 so-called “priority toxicants” identified by the WHO) compared to the smoke from a reference cigarette (3R4F). Based on Health Canada’s Intense Smoking Regime without nicotine.

That's why 14,2 million smokers* worldwide have already switched to IQOS:

* PMI Financials or estimates, IQOS user panel and PMI Market Research. As of December 2022, IQOS users who have completely quit smoking and for whom PMI Heatsticks represent at least 70% of their past 7-day tobacco consumption.