Similar to our IQOS heat-not-burn system, vaping products are smoke-free alternatives to continued smoking. However, there are also important differences between the two. E-cigarettes don’t contain tobacco. Instead, they heat an e-liquid containing nicotine and flavors to produce an aerosol.
So far, no vaping product has been authorized for marketing under MRTP application process by the US FDA.
The IQOS system is the first and only tobacco heating system authorized in the US as a  Modified Risk Tobacco Product. The FDA concluded that switching completely from cigarettes to IQOS reduces the body’s exposure to harmful or potentially harmful chemicals.*

Important information: IQOS is not risk-free. It delivers nicotine, which is addictive.

* Source: PMI 3-month reduced exposure studies conducted in Japan and the US in near real world conditions. These studies measured exposure to 15 harmful chemicals, and compared to the levels observed in smokers who switched to IQOS with levels measured in smokers who continued to smoke cigarettes.

The US FDA’s decision of authorizing IQOS to be marketed in US with reduced exposure information  encourages us to continue our mission of replacing cigarettes with science-based, smoke-free products applying our responsible marketing practices.
PMI’s marketing practices must always adhere to the following four core principles:
1) We only market and sell our products to adult smokers.
2) We warn consumers about the health effects of our products.
3) Our marketing is honest, transparent and accurate.
4) We respect the law.

It is a cigarette independently designed by the University of Kentucky in the US for scientific research purposes. It is a comparator commonly used in tobacco research, which allows the data of a given study to be compared to that of another study. 3R4F research cigarettes are not commercially available to consumers.

We use PMI Financials or estimates, IQOS user panels and PMI Market Research. The number of total users we report refers to IQOS users for whom tobacco sticks for heating represent at least 5% of their daily tobacco consumption over the past 7 days, while the number of people we estimate have completely quit cigarette smoking refers to IQOS users who have completely quit cigarettes and for whom tobacco sticks for heating represent at least 70% of their past 7-day heated tobacco consumption.

The totality of evidence includes PMI’s clinical data (we conducted 10 clinical studies with thousands of participants in the US, UK, Japan and Poland), aerosol chemistry, and data from 18 nonclinical studies. The totality of evidence demonstrates that switching completely to IQOS, while not risk-free, presents less risk of harm compared with continuing to smoke cigarettes.

The percentage refers to the average reduction of the levels of certain constituents prioritized for action by renowned public health organizations such as the World Health Organization (WHO) and the Food and Drug Administration (US FDA) found in IQOS tobacco vapor compared to the smoke from a 3R4F reference cigarette. To this effect, we collect the tobacco vapor and smoke under the Health Canada Intense machine-smoking regime (55 mL puff volume, 2 second puff duration, 30 second interval puff) using a comparison on a per stick basis. Reduction calculations exclude nicotine

Nicotine is addictive. However, it is not the main cause of smoking related diseases. IQOS delivers nicotine in a comparable way to cigarettes. Our clinical studies show that the amount and rate of nicotine absorbed when using one tobacco stick with IQOS is comparable to that of smoking one cigarette.

1) Charging your IQOS Holder:
Open the hinge lid by pressing the button below the lid. Put the IQOS Holder into the Pocket Charger, with the light of the holder in the same direction as the lights on your charger, and close the lid when the top light flashes, it is charging. As soon as the light stops blinking it is fully charged. 

2) Inserting Tobacco: 
Gently slide the Tobacco stick straight into the IQOS 2.4 PLUS device, tobacco side first. Push it in up to the line printed on the stick. Do not twist the Tobacco stick in the holder, this might cause the blade to break. 

3) Heating your IQOS: 
Press and hold the button until you feel one vibration and the white light on your holder starts to pulse slowly.
Only press once, or you might turn off your holder.

4) Your IQOS is ready to go: 
Once the holder vibrates twice and the light stops pulsing and stays white you are good to go!

5) Just before finishing your IQOS experience:
Your IQOS will vibrate twice and the white light will start pulsing when there are 30 seconds or 2 puffs left.

6) Take the Tobacco Stick Out & Recharge Your IQOS Device
When the light turns off, slide the cap of your IQOS Holder upwards and take out the Tobacco stick (again in a straight movement, ensuring not to twist the Tobacco stick). 
Now just place the IQOS Holder back in the charger to recharge your IQOS device. In 4 minutes and 30 seconds you're ready to go again.