Our Smoke Free Mission 

By Sarah Sharkey


Over a billion people will smoke in 2025 if nothing gets done.

But we believe something can be done. Our wish is to create a smoke-free vision and for smoke-free products to eventually replace cigarettes altogether.

So far, we’ve invested over £3bn in products that give adult smokers an alternative to cigarettes – with IQOS, a heated tobacco product. We have over 11 million IQOS users worldwide and we firmly believe IQOS will replace cigarettes altogether one day.


Why IQOS has the potential to convert cigarette smokers

IQOS is a scientifically substantiated smoke-free product that’s a better choice for adult smokers than smoking. But it’s not for those who’ve never smoked or have quit smoking.

IQOS uses innovative HeatControl™ Technology that heats tobacco but doesn’t burn it (burning is what happens to the tobacco in cigarettes). You therefore get the true taste of tobacco, but without the smoke or ash and with less smell.

IQOS emits 95% less harmful chemicals compared to cigarettes.* However, we’re always clear to point out that IQOS is not risk-free. (It goes without saying that the best choice for anyone concerned about the health risks of smoking is to quit tobacco altogether)

To experience the benefit of IQOS, adult smokers should switch completely to IQOS and stop smoking cigarettes permanently.


So far, so good

In the UK alone, there are around 7 million smokers. The Government is aiming to reduce smoking among adults in England from 15.5% to 12% or less and has set out several objectives to be achieved by the end of 2022.**

IQOS launched in UK on 1st December 2016 to offer existing smokers a much better choice than cigarette smoking. We’re really delighted with the high rate of switching to IQOS to date and, in the UK alone, 8 out of 10 users move away from cigarettes after 7 days.***

We began with one IQOS London store, and now have four IQOS stores in London. We have also recently opened IQOS shops in Bristol and Manchester – and we have exciting plans ahead!


A world-wide ambition

With IQOS heat not burn products now available in 47 markets worldwide, we’re spreading our smoke-free vision globally.

You can now find IQOS in many of Europe’s key cities and even as far afield as Russia, Japan, New Zealand and Canada.


Smoke free. Duty free

Going abroad this summer? Do check out the duty-free shops at the airport as IQOS and HEETS are becoming more widely available here too.

If you’ve flown out of Dubai International Airport since last December, you may have spotted the largest duty free IQOS lounge in the world where adult smokers can try IQOS 3 and IQOS Multi and learn more. IQOS devices, accessories and HEETS tobacco sticks are also available to purchase.

As Rami Maktabi, Director External Affairs, PMI Duty Free, Middle East, and Africa, summarises, “There is no better choice than quitting tobacco and nicotine use completely. But the vast majority of adult smokers will continue smoking cigarettes – the most harmful tobacco product. Those smokers deserve a better alternative. These alternatives exist, and it would be irresponsible to not do everything in our power to get the word out. We are ready, when you are ready to make the change.”


Want to know more about switching to IQOS?

If you’re a smoker aged 18+, we offer a 14 Day Try Before You Buy Programme . Go online for details or visit your nearest IQOS UK store for one-to one support. Or else contact our IQOS Care Team via Facebook, Live Chat or on 0800 432 0000.


*Average reductions in levels of a broad range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette (3R4F) It does not necessarily equal a 95% reduction in risk.

** https://www.gov.uk/government/publications/towards-a-smoke-free-generation-tobacco-control-plan-for-england

***Source: Philip Morris Limited consumer data. Based on regular SMS conversion checks (opted-in consumers) during the period 19/11/2018 – 06/06/2019.

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Learn about heated tobacco

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