Good Conversion Practices for PMI’s Smoke-free Products

PMI offers a variety of quality, scientifically substantiated smoke-free products that are much better choices than continued smoking. Our vision is that our smoke-free products will one day replace cigarettes.

  1. Cigarette smoking causes serious diseases and is addictive. Without question, the best decision any smoker can make is to quit tobacco and nicotine use altogether.
  2. Minors should not use tobacco or nicotine in any form.
  3. PMI’s smoke-free products are for adults who would otherwise continue to smoke or use other nicotine products.
  4. We do not offer PMI’s smoke-free products to people who have never used tobacco or nicotine products or who have quit using tobacco and nicotine products. Our smoke-free products are not alternatives to quitting and are not designed as cessation aids.
  5. PMI’s smoke-free products are not risk free and contain nicotine, which is addictive. Switching to a smoke-free product is, however, a better choice than continuing to smoke.
  6. We support our adult smoke-free product users in their journey to full conversion through education and guidance.
  7. For consumers to experience the benefits of smoke-free products, they must switch completely and abandon smoking permanently.
  8. We inform consumers of all relevant safety information about our smoke-free products.

Safety Warnings & Instructions

Tobacco and Nicotine
  • Tobacco sticks used with IQOSTM and with lilTM devices, as well as VEEVTM pods used with IQOS VEEVTM devices, contain nicotine, which is addictive.
  • IQOS, IQOS VEEV and lil are not risk-free. The best way to reduce tobacco- and nicotine-related health risks is to quit tobacco and nicotine use altogether.
  • Some users of nicotine-containing products may experience abdominal pain, chest pain, choking sensation, cough, difficulty breathing, dizziness, dry mouth, dry throat, gingivitis, headache, malaise, nasal stuffiness, nausea, mouth irritation, palpitations, throat irritation, and vomiting.
  • Nicotine-containing products should not be used by people who have or are at risk of heart disease, are diabetic, are epileptic, or are experiencing seizures.
  • Nicotine-containing products should not be used during pregnancy or while breast-feeding. If you are pregnant, breast-feeding, or think you may be pregnant, you should quit tobacco and nicotine use altogether.
  • Stopping smoking or switching to IQOS, IQOS VEEV, lil and their respective tobacco sticks or pods, or other nicotine-containing products may require the adjustment of the dosing of certain medicines (e.g. theophylline, clozapine, ropinirole).
  • If you have questions about whether you should use IQOS, IQOS VEEV and lil given an existing health condition, consult a health care professional.

Use of tobacco sticks

Only use:

  • IQOS ILUMATM with TEREA™ sticks,
  • IQOS 3 DUOTM or earlier generation devices with HEETSTM sticks,
  • lil SOLIDTM with FiitTM tobacco sticks
  • IQOS VEEVTM with VEEVTM pods.

Never use IQOS or lil devices with a cigarette or similar products. Doing so may cause injury.

Never use IQOS VEEV with other pods. Doing so may cause injury.

Do not modify TEREA sticks, HEETS sticks, and Fiit sticks sticks in any way or add any substance to TEREA sticks, HEETS sticks or Fiit sticks. Doing so may result in injury.

Do not modify or attempt to refill VEEV pods in any way or add any substance to VEEV pods. Doing so may cause injury.

Do not use IQOS VEEV if the VEEV pod appears to be damaged, tampered with, broken, or leaking.


Prior to use of a product, users should read the full Safety Warnings & Instructions, which contain important safety information about the use of the product.

Safety Warnings & Instructions for IQOS 2.4+
Safety Warnings & Instructions for IQOS 3
Safety Warnings & Instructions for IQOS 3 Multi
Safety Warnings & Instructions for IQOS 3 DUO
Safety Warnings & Instructions for lil SOLID
Safety Warnings & Instructions for IQOS VEEV
Safety Warnings & Instructions for VEEV pods
Safety Warnings & Instructions for IQOS ILUMA PRIME
Safety Warnings & Instructions for IQOS ILUMA
Safety Warnings & Instructions for IQOS ILUMA ONE


Battery Degradation

IQOS, IQOS VEEV and lil SOLID devices, including holders, contain a lithium-ion battery. The lithium-ion battery in the devices is a consumable component that degrades with usage and age. This is a natural process common to all rechargeable lithium-ion batteries. As the battery ages, the active ingredients inside the battery become less capable of retaining energy, resulting in a permanent decrease in maximum battery capacity and usable energy. In addition, the active ingredients become less effective in delivering energy, resulting in a decrease of the battery’s ability to provide sufficient power for electronic device components to operate. As a result, where relevant, the duration of experience may appear to be shorter, the number of puffs or experiences with one full charge may appear to be fewer, the second consecutive use might be shorter or missing, or some device features such as autostart or double tap for the IQOS ILUMA holder, may not perform.

The battery is a chemical system that requires certain temperature ranges during charge and discharge to work optimally and minimize battery capacity degradation over its lifetime. Although your device has a specific operating range within which the device will function, operating at the extreme ends of this range will degrade your battery faster. Your device comes with customized software to control the charging parameters in order to maximize the life of your device. These algorithms can support the longevity of your battery life, but they can still never fully mitigate the normal aging mechanisms of lithium batteries. High and low temperature operation of your device will accelerate the natural degradation of your battery. Even if you do not use your device the batteries contain chemical systems which can still degrade over time. In order to slow the battery degradation process, we recommend charging your device within the recommended temperature zone, not keeping it discharged for long periods of time and using the charging cables and power adaptors that come together with the device as per the user guides.

Please read more about important information in the Frequently Asked Questions (FAQ) here.


You will find consumer communication around the website and in other touchpoints that come from the following sources for IQOS products:

IQOS provides cigarette-like satisfaction.*

* Source: 3 month clinical studies conducted in US and Japan with 160 adult smokers each under real conditions (ambulatory).

Studies* showed that the satisfaction of those who switched completely to IQOS is comparable to those who continued to smoke cigarettes.

* Source: 3 month clinical studies conducted in US and Japan with 160 adult smokers each under real conditions (ambulatory).

IQOS leaves significantly less stains on your teeth* than cigarettes. Important information: If teeth are already stained, switching to IQOS will not reverse the colour of those stains.

* Source: 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.

IQOS does not produce “tar”. IQOS heats tobacco instead of burning it, and produces a tobacco aerosol that is fundamentally different from cigarette smoke. IQOS is a better choice than cigarettes for you and all adult smokers who would otherwise continue 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.

Over 13.9 million adult smokers have stopped burning tobacco and started heating it with IQOS.*

*Source: PMI Financials or estimates, IQOS user panels and PMI Market Research. Status as of March 2021. IQOS users who have completely quit cigarettes and for whom PMI HeatSticks represent at least 70% of their past 7-day heated tobacco consumption.

There are more than 19.1 million* IQOS users globally, of which 13.9 million** have completely quit cigarettes.

*Source: PMI Financials or estimates, IQOS user panels and PMI Market Research. Status as of March 2021. *IQOS users for whom HeatSticks represent at least 5% of their daily tobacco consumption over the past 7 days.

**IQOS users who have completely quit cigarettes and for whom PMI HeatSticks represent at least 70% of their past 7-day heated tobacco consumption.

Thousands of adult smokers around the world convert to IQOS every day.*

*Source: Status as of March 2021 Exclusive Heat-Not-Burn users that are using PMI HeatSticks for at least 70% of their past-7 days heated tobacco consumption. PMI Financials or estimates, IQOS user panels and PMI Market Research.

Every day, thousands of adult smokers around the world stop burning tobacco and start heating it with IQOS.*

*Source: Status as of March 2021 Exclusive Heat-Not-Burn users that are using PMI HeatSticks for at least 70% of their past-7 days heated tobacco consumption. PMI Financials or estimates, IQOS user panels and PMI Market Research.

The majority of smokers who switch to IQOS completely quit cigarettes.*

*Source: PMI Financials or estimates, IQOS user panels and PMI Market Research

IQOS is the #1 heated tobacco product.*

* Source: PMI global estimate of total In-Market Sales of Heated Tobacco Units as of February 2021. (excluding China and US).

Most IQOS consumers agree that IQOS ILUMA provides cigarette-like satisfaction.*

*Source: Studies conducted in Italy and Japan with a total of 714 IQOS users, November 2020 to March 2021.

The new IQOS ILUMA provides a more pleasurable experience compared to previous IQOS generations.*

*Source: Studies conducted in Italy and Japan with a total of 714 IQOS users, November 2020 to March 2021.

IQOS ILUMA produces less smell than cigarettes.*

*Source: Studies conducted in Italy and Japan with a total of 674 IQOS users that previously smoked cigarettes, November 2020 to March 2021.

IQOS ILUMA leaves less lingering smell than cigarettes.*

*Source: Studies conducted in Italy and Japan with a total of 674 IQOS users that previously smoked cigarettes, November 2020 to March 2021.

As IQOS ILUMA produces less smell than cigarettes*, it is less likely to bother people around you.

*Source: Studies conducted in Italy and Japan with a total of 674 IQOS users that previously smoked cigarettes, November 2020 to March 2021.

IQOS ILUMA leaves less smell on furniture and fabric than cigarettes.*

*Source: Studies conducted in Italy and Japan with a total of 674 IQOS users that previously smoked cigarettes, November 2020 to March 2021.

IQOS ILUMA device leaves no smell in your pocket or bag.*

*Source: Studies conducted in Italy and Japan with a total of 674 IQOS users that previously smoked cigarettes, November 2020 to March 2021.

Most IQOS consumers agree that the new IQOS ILUMA produces less smell compared to previous generations of IQOS.*

*Source: Studies conducted in Italy and Japan with a total of 714 IQOS users, November 2020 to March 2021.

Most IQOS consumers agree that IQOS ILUMA produces significantly less smell compared to previous generations of IQOS.*

*Source: Studies conducted in Italy and Japan with a total of 714 IQOS users, November 2020 to March 2021.

Most IQOS consumers agree that IQOS ILUMA produces less smell during preheating compared to previous generations of IQOS.*

*Source: Studies conducted in Italy and Japan with a total of 726 IQOS users, November 2020 to March 2021.

The new IQOS ILUMA produces less smell when removing the stick from the device compared to previous generations of IQOS.*

*Source: Studies conducted in Italy and Japan with a total of 726 IQOS users, November 2020 to March 2021.

When using IQOS ILUMA, the tobacco vapor dissipates more quickly than cigarette smoke.*

*Source: Studies conducted in Italy and Japan with a total of 674 IQOS users that previously smoked cigarettes, November 2020 to March 2021.

IQOS ILUMA is more intuitive and easier to use compared to previous generations of IQOS.

*Source: Studies conducted in Italy and Japan with a total of 674 IQOS users that previously smoked cigarettes, November 2020 to March 2021.

Smokers who use IQOS ILUMA say that there is less unpleasant feeling and aftertaste left in their mouth compared to after finishing smoking a cigarette*

*Source: Studies conducted in Italy and Japan with a total of 714 IQOS users, November 2020 to March 2021.

IQOS ILUMA leaves significantly less stains on your teeth* than cigarettes.

*Source: 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.


You will find consumer communication around the website and in other touchpoints that come from the following sources for IQOS VEEV products:

IQOS VEEV produces less smell than cigarettes.*

*Source Studies conducted in Ukraine with a total of 596 legal age smokers, heated tobacco product or e-cigarette users, December 2019 and August 2020.

IQOS VEEV leaves less lingering smell than cigarettes.*

*Source: Studies conducted in Ukraine with a total of 596 legal age smokers, heated tobacco product or e-cigarette users, December 2019 and August 2020.

IQOS VEEV leaves less lingering smell on hands, hair and clothes than cigarettes.*

*Source: Studies conducted in Ukraine with a total of 596 legal age smokers, heated tobacco product or e-cigarette users, December 2019 and August 2020.

IQOS VEEV leaves less smell on furniture and fabric than cigarettes.*

*Source: Studies conducted in Ukraine with a total of 596 legal age smokers, heated tobacco product or e-cigarette users, December 2019 and August 2020.

As IQOS VEEV produces less smell than cigarettes, it is less likely to bother people around you.*

*Source: Studies conducted in Ukraine with a total of 596 legal age smokers, heated tobacco product or e-cigarette users, December 2019 and August 2020.

IQOS VEEV vapor dissipates more quickly than cigarette smoke.*

*Source: Studies conducted in Ukraine with a total of 596 legal age smokers, heated tobacco product or e-cigarette users, December 2019 and August 2020.

After using IQOS VEEV, my breath smells better than it did with cigarettes.*

*Source: Studies conducted in Ukraine with a total of 596 legal age smokers, heated tobacco product or e-cigarette users, December 2019 and August 2020.

After using IQOS VEEV, I feel more comfortable getting close to people than I did after smoking a cigarette.*

*Source: Studies conducted in Ukraine with a total of 596 legal age smokers, heated tobacco product or e-cigarette users, December 2019 and August 2020.

After having used IQOS VEEV, there is less unpleasant feeling and aftertaste left in my mouth compared to after having smoked a cigarette.*

*Source: Studies conducted in Ukraine with a total of 596 legal age smokers, heated tobacco product or e-cigarette users, December 2019 and August 2020.

IQOS VEEV leaves significantly less stains on teeth than cigarettes*.

*Source: non-clinical laboratory study conducted in Switzerland with teeth and dental composite. Contrary to real world conditions, teeth were not exposed to other staining substances which may influence the results.


You will find consumer communication around the website and in other touchpoints that come from the following sources for IQOS (P1) and IQOS VEEV (P4) portfolio messages:

P1 and P4 leave significantly less stains on teeth than cigarettes*.

* Source: non-clinical laboratory study conducted in Switzerland with teeth and dental composite. Contrary to real world conditions, teeth were not exposed to other staining substances which may influence the results.

P1 and P4 produce less smell than cigarettes.*

*Source: Study conducted in multiple markets since 2014 for IQOS with Heets, and in Ukraine with 405 legal age smokers, heated tobacco or e-cigarette users, December 2019 for IQOS VEEV.

P1 and P4 leave less lingering smell than cigarettes.*

*Source: Study conducted in multiple markets since 2014 for IQOS with Heets, and in Ukraine with 596 legal age smokers, heated tobacco or e-cigarette users, December 2019 and August 2020 for IQOS VEEV.

P1 and P4 leave less lingering smell on hands, hair and clothes than cigarettes.

*Source: Study conducted in multiple markets since 2014 for IQOS with Heets, and in Ukraine with 596 legal age smokers, heated tobacco or e-cigarette users, December 2019 and August 2020 for IQOS VEEV.

As P1 and P4 produce less smell than cigarettes, they are less likely to bother people around you than cigarettes.

*Source: Study conducted in multiple markets since 2014 for IQOS with Heets, and in Ukraine with 596 legal age smokers, heated tobacco or e-cigarette users, December 2019 and August 2020 for IQOS VEEV.


You will find consumer communication around the website and in other touchpoints that come from the following sources for lil products:

lil SOLID produces less smell than cigarettes.*

*Source: Study conducted in Russia with 326 legal age smokers and heated tobacco users, September 2020.

lil SOLID leaves less lingering odor in the air and on my surroundings than cigarettes.*

*Source: Study conducted in Russia with 326 legal age smokers and heated tobacco users, September 2020.

lil SOLID leaves less lingering odor on my hands, hair and clothes than cigarettes.*

*Source: Study conducted in Russia with 326 legal age smokers and heated tobacco users, September 2020.

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We Care

This website is about selling new tobacco products and contains information about them. Entrance is only permitted to persons over 18 years of age who are also users of nicotine products. We need your age to make sure that you are an adult in Greece. Our nicotine and tobacco products are not an alternative to quitting and are not designed as cessation aids. They are not risk free. They contain nicotine, which is addictive. Only for use by adults. Please visit the Important Information page of this website for further risk information.