As Austin continues to establish itself as a hub for innovation, Philip Morris International’s (PMI) U.S. affiliate is introducing IQOS—a heated tobacco device that represents the next step in tobacco harm reduction. This launch, marked by the exclusive “Be the First” pilot program, invites adult nicotine consumers in Austin to explore a smoke-free alternative designed to reduce the harms associated with smoking.

Reducing Harm Through Innovation

PMI’s mission to create a smoke-free future hinges on a commitment to innovation and science.

IQOS heats tobacco instead of burning it, and although it’s not risk-free, it significantly reduces the production of harmful chemicals compared to conventional cigarettes. It’s authorized by the U.S. Food & Drug Administration (FDA) as a “modified risk tobacco product,” which means, among other things, that the FDA has found it appropriate for the promotion of public health, making IQOS a better alternative for adults 21 and over who smoke.

Around 4.3 million Texans over the age of 21 regularly consume nicotine, and about 80 percent of them consume it in the most harmful way— by smoking cigarettes. Nicotine is addictive. As part of the “Be the First” IQOS Circle, Austin adults 21 and over who smoke and live in designated areas can sign up for the waitlist at www.IQOS.com/us to be one of the first in the U.S. to receive IQOS once available.

Why Austin?

Texas is America. Texas is about independence and freedom. Early adopters here embrace innovation. Texas trends have a cultural ripple effect. We’re starting our IQOS “Be the First” circle in Austin. While we’re beginning with a pilot, we expect to leverage the impressive retail network across the state later— responsible retailers who want to be part of a progressive future that helps smokers to switch. On average, Texas convenience stores see hundreds of adults per day come in for a nicotine product. When they do, we want to offer them a better choice than cigarettes and traditional tobacco. IQOS, already available in over 80 countries, has helped more than 22 million people worldwide switch from cigarettes, demonstrating its potential to accelerate tobacco harm reduction.

“We believe having a portfolio of satisfying alternatives can help traditional tobacco users switch completely and walk away from cigarettes for good,” said Stacey Kennedy, U.S. CEO, PMI. “Austin is a hotbed for innovators, entrepreneurs and trailblazers. Cultural trends adopted here have a ripple effect, so it was a natural place to introduce IQOS in the U.S.”

Learning from Global Success

IQOS is already available in around 80 countries, and since launching in Japan 10 years ago, it has helped more than 22 million people worldwide make the switch from cigarettes. In fact, a 2019 study by researchers at the American Cancer Society showed that cigarette sales decreased five times faster after IQOS was introduced in Japan.

The lessons from Japan are clear: offering adult smokers better alternatives can create a measurable reduction in smoking-related harm. This approach aligns with the principles of tobacco harm reduction, which focus on providing options for adult smokers who do not quit tobacco use but seek to reduce their risk.

Commitment to Responsible Business Practices

As IQOS makes its U.S. debut, PMI remains committed to responsible marketing and corporate social responsibility. IQOS will only be available to adults 21 and over, and stringent age-verification policies combined with a comprehensive marketing code will be in place to help ensure that the product is marketed to legal-age consumers who currently use nicotine.

Beyond product innovation, PMI’s U.S. affiliates are also investing in local communities. PMI companies will donate nearly a quarter of a million dollars to Austin organizations, including a planned $100,000 donation to the UT Austin Foundation in support of the Veteran Spouse Network, and community-based groups such as Amigos en Azul, Community First, Healthcare Alliance for Austin Musicians, Hispanic Women’s Network of Texas, Latino Healthcare Forum and the Texas Military Forces Historical Foundations.

A Long-Term Vision for a Smoke-Free Future

The introduction of IQOS in Austin is part of PMI’s long-term vision to replace cigarettes with science-backed, smoke-free alternatives. Since 2008, PMI has invested over $12.5 billion in research and development to bring innovative products like IQOS to market, and this launch represents a key milestone in the U.S.

Austin’s role in this journey is critical. By introducing IQOS here, PMI is taking another step toward achieving a broader goal: a smoke-free future in which adult smokers have access to better alternatives. The collaboration between PMI, regulatory bodies, and local communities will be essential in ensuring that the impact of this innovation is felt across the country.