Table 1

Summary of the text provided to participants in Phillip Morris International’s (PMI’s) studies conducted to evaluate consumer understanding and associated behavioural effects of proposed claims for the IQOS heated tobacco product

Study: THS-PBA-05-RRC-US17 (n=2255)Study: THS-PBA-05-RRC2-US18 (n=2247)Study: THS-PBA-05-REC-US19 (n=2272)
Available evidence to date: claim 1*

  • The iQOS system heats tobacco but does not burn it.

  • This significantly reduces the production of harmful and potentially harmful chemicals.

  • Scientific studies have shown that switching completely from conventional cigarettes to the iQOS system can reduce the risks of tobacco-related diseases.

 Available evidence to date: claim 2*

  • Switching completely to iQOS presents less risk of harm than continuing to smoke cigarettes.

 Available evidence to date: claim 3*

  • The iQOS system heats tobacco but does not burn it.

  • This significantly reduces the production of harmful and potentially harmful chemicals.

  • Scientific studies have shown that switching completely from cigarettes to the iQOS system significantly reduces your body’s exposure to harmful or potentially harmful chemicals.

Important warning:†

  • Reduced risk does not mean no risk. The best way to reduce your risk of tobacco-related diseases is to completely quit tobacco use.

  • HeatSticks contain nicotine, which is addictive.

  • Using the iQOS system can harm your health.

 Important warning:†

  • Less risk of harm does not mean no risk of harm. The best way to reduce your risk of tobacco-related diseases is to completely quit tobacco use.

  • HeatSticks contain nicotine, which is addictive.

 Important warning:†

  • It has not been demonstrated that switching to the iQOS system reduces the risk of developing tobacco-related diseases compared with smoking cigarettes.

  • HeatSticks contain nicotine, which is addictive.

  • Using the iQOS system can harm your health.