IQOS Legal
Find legal information about IQOS products and benefits.
Save up to £3,300 a year, when you switch to IQOS*.
IQOS costs less than half the price of cigarettes*.
IQOS emits on average 95% lower levels of harmful chemicals compared to cigarettes.*
Switching completely to IQOS is less harmful than continuing to smoke*.
Cigarettes produce tar – IQOS doesn’t
Switching completely to IQOS is a better choice to your health than smoking*.
IQOS leaves significantly less stains on your teeth* than cigarettes.
Switch completely to IQOS and breathe better.
Cigarettes make it hard to breathe. It is easier to breathe after switching to IQOS.
Save up to £3,300 a year, when you switch to IQOS*.
*Claim compares the 12-month average cost of smoking 20 cigarettes per day and 20 HEETS per day. HEETS RRP is £7/pack of 20. Average cost of 20 cigarettes with king size filter is currently £12.72 (ONS data September 2022). Calculation includes upfront cost of IQOS Starter Kit.
IQOS costs less than half the price of cigarettes*.
*In April 2023 the average price for a pack of cigarettes with king size filter was £14.40 (ONS data). Savings will vary depending on IQOS ILUMA model and Starter Kit selected. Claim compares (i) the cost of smoking an average priced pack of cigarettes (with king size filter) per day, and (ii) the cost of buying an IQOS ILUMA ONE Starter Kit (RRP £29) or IQOS ILUMA (RRP is £49), and then consuming one pack of TEREA daily (RRP £6).
IQOS emits on average 95% lower levels of harmful chemicals compared to cigarettes.*
IMPORTANT INFORMATION: It does not necessarily equal a 95% reduction in risk. IQOS is not risk-free.
*Reductions in levels of a range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette.
IQOS doesn’t burn tobacco, producing on average 98% less carbon monoxide (CO) and significantly lower levels of other harmful chemicals compared to cigarettes.*
IMPORTANT INFORMATION: This does not mean a 98% reduction in risk, and carbon monoxide is only one of many harmful chemicals in cigarette smoke. IQOS is not risk free, and provides nicotine which is addictive.
* We measured the levels of certain harmful chemicals prioritized for reporting by renowned public health organizations, and these are reduced on average by 95% compared to the smoke of a cigarette (nicotine excluded).
Switching completely to IQOS is less harmful than continuing to smoke*.
IMPORTANT INFORMATION: These products are not risk-free, and provides nicotine which is addictive.
* Based on the totality of evidence available for IQOS in comparison with continuing to smoke.
Cigarettes produce tar – IQOS doesn’t
Tar is the residue from smoke after a cigarette is burned.
IQOS does not produce tar because it heats tobacco instead of burning it. It generates an aerosol residue that is fundamentally different from tar and consists of significantly lower levels of harmful chemicals.*
Switching completely to IQOS is less harmful than continuing to smoke.**
IMPORTANT INFORMATION: The absence of tar does not mean that IQOS is risk free. IQOS provides nicotine which is addictive
* Average reductions in levels of a range of harmful chemicals (excluding nicotine) compared to cigarette smoke.
** Based on the totality of evidence available for IQOS in comparison with continuing to smoke.
Switching completely to IQOS is a better choice to your health than smoking*.
IMPORTANT INFORMATION: IQOS is not risk-free and provides nicotine, which is addictive.
*Based on the totality of evidence available for IQOS in comparison with continuing to smoke.
IQOS leaves significantly less stains on your teeth* than cigarettes.
Important information: If teeth are already stained, switching to IQOS will not reverse the color of those stains.
* Non-clinical laboratory study conducted in Switzerland with IQOS aerosol on human teeth and the most widely used dental composites.
Contrary to real world conditions, teeth were not exposed to other staining substances which may influence the results.
Cigarettes negatively affect the air around you and others – IQOS doesn’t.* IQOS doesn’t produce smoke or second-hand smoke.
Because IQOS heats tobacco instead of burning it, it emits significantly less harmful chemicals compared to cigarettes** for you and those around you.
Important information: IQOS is not risk-free for you or others around you.
*Source: PMI study conducted under ISO standards simulating real-world scenarios and based on threshold limits established by existing air quality guidelines, when used in a setting where regulatory norms of adequate ventilation are respected.
**Average reductions in levels of a range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette.
Switch completely to IQOS and breathe better.
Cigarettes make it hard to breathe. It is easier to breathe after switching to IQOS.
Clinical study results show that after 6 months of fully switching to IQOS you may breathe better compared to continued smoking.*
[This is because IQOS heats tobacco instead of burning it and does not produce smoke.]
Important information: IQOS is not risk-free, and provides nicotine which is addictive.
*6-month clinical study conducted in U.S. with 984 adult smokers.
Switch to IQOS and save up to £3,300 a year*.
*Claim compares (i) the cost of smoking an average priced pack of cigarettes (with king size filter) per day, and (ii) the cost of buying an IQOS ILUMA ONE Starter Kit (RRP £29) or IQOS ILUMA (RRP is £49), and then consuming one pack of TEREA daily (RRP £7). In April 2023 the average price for a pack of cigarettes with king size filter was £14.40 (ONS data). Savings will vary depending on IQOS ILUMA model and Starter Kit selected.
