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What does a smoke-free future look like?

Can you even imagine a world without cigarettes?

Is a world without smoke even possible?
There are more than a billion smokers on the planet and there is no doubt that the  best option would have been for them not to have started smoking in the first place. This is what prompted Philip Morris International (PMI) to begin development on a range of smoke-free products that are a better option than smoking and yet still deliver the satisfying tobacco flavour and experience that adult smokers looking for alternatives to cigarettes would embrace.

Tobacco meets technology – and why this technology has the potential to convert cigarette smokers
Enter IQOS, a revolutionary range of smoking alternatives that use heat-not-burn technology to create a smoke-free revolution that is swiftly gaining traction. Already, more than 8 million adult smokers have made the switch to heat-not-burn.IQOS devices and PMI’s vision is that these products will, one day, replace cigarettes altogether
  • IQOS uses HeatControl™ technology that heats tobacco but does not burn it (burning, or combustion, takes place when you light a cigarette). The heating process provides the true taste of tobacco but without the smoke, ash and lingering smell.
  • IQOS emits 95% less harmful chemicals to compared to cigarettes*. However it is important to note that IQOS is not risk free and in this case the best choice for anyone concerned about their cigarette consumption is to quit altogether.
  • IQOS is a scientifically substantiated smoke-free product that is a better choice for adult smokers than smoking cigarettes. Again, we must emphasise that this product is not for smokers wanting to quit or those who have never smoked.

Imagination made real – how are we doing?
Perseverance, dedication and imagination helped PMI develop this range of revolutionary smoke-free alternatives.
With IQOS launched in South Africa in 2017 there are now IQOS Kiosks around the country to ensure that adults looking for a better alternative to smoking, have options that easily available to them. For PMI, this is just the beginning of their mission to create a smoke-free future for generations to come.

IQOS is global
From Japan to Russia, the UK to New Zealand and even Canada, IQOS is available in more than 47 countries.
If you are travelling but you’re not sure if IQOS is available in the country you are visiting, check in with our Customer Care Team via:
  • Facebook,
  • call us on 0800 043387,
  • send an e-mail to,
  • or visit our website.

Find out more about IQOS by visiting one of our South African stores or kiosks for a demonstration or book a demonstration online and experience your own smoke-free future.

Important information: It does not necessarily equal a 95% reduction in risk.
IQOS is not risk-free.

*Average reduction in levels of a broad range of harmful chemicals (excluding nicotine) compared to the smoke of a reference cigarette (3R4F).

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