*Claim compares (i) the cost of smoking an average priced pack of cigarettes (with king size filter) per day, and (ii) the cost of buying an IQOS ILUMA Starter Kit (RRP from £39), and then consuming one pack of TEREA daily (RRP £6).
In April 2023 the average price for a pack of cigarettes with king size filter was £14.40 (ONS data). For further information, visit www.iqos.com/legal