IQOS Trademark Guidelines
Philip Morris Products S.A.
2024

ContentsIntroduction

3

General dos and don’ts

4Commercial use on websites, online marketplaces and social media

7

Third-party products for use with IQOS devices

8Seminars, publications and social media

9

Licensed or authorized use of IQOS trademarks

10

Closing information

11

Schedule

122Introduction
These IQOS Trademark Guidelines (“Guidelines”) serve as a reference guide to outline
the proper usage of IQOS trademarks by Philip Morris Products S.A.’s (“PMPSA”)
licensees, authorized resellers, business partners, legal age consumers or any otherthird party intending to make lawful use of IQOS trademarks for any purpose.
Following these Guidelines helps us safeguard our valuable trademark rights andstrengthen our corporate and brand identities. It is therefore our priority to ensure thatyou make only proper use of IQOS trademarks.
PMPSA is the sole owner of all trademarks pertaining to the IQOS brand. Please referto the Schedule for a list of our key IQOS trademarks. Unless expressly permitted bythese Guidelines or authorized by PMPSA, the use of IQOS trademarks is generallyprohibited.
These Guidelines are not exhaustive. If your intended use of IQOS trademarks has notbeen covered or if you have any questions regarding these Guidelines, please contact
us by email at [EMAIL ADDRESS].

3

✓Always capitalize IQOS trademarks in the form as shown in the Schedulee.g. “IQOS” or “HEETS” and use IQOS trademarks in plain font and in thesame size as any surrounding text.

✓Only use IQOS trademarks in an accurate referential manner e.g.

“compatible with IQOS ILUMA device” or “for use with IQOS ILUMA device”.

✓Always use the full name of IQOS products in the first or most prominent

General dos anddon’ts

mention of the product (e.g. “IQOS ORIGINALS DUO” and not merely“ORIGINALS” or “DUO”).

✓Use correct terminology when referring to IQOS heated tobacco

products. IQOS consumables are known as “heated tobacco units” andIQOS devices and consumables are collectively known as “heated tobaccosystems”. For example, “IQOS ILUMA heated tobacco system” collectively
refers to the IQOS ILUMA device and TEREA SMARTCORE STICKS heated
tobacco units.

✓Include the following attribution within the credit notice section of yourproduct or service listing, description, documentation or communication:“[IQOS] is a trademark of Philip Morris Products S.A.”

4

 Do not use any IQOS logo (e.g.

), stylized word mark (e.g.
) orgraphic symbol (e.g.
) in any color for any purpose (including inconnection with any website, products or promotional materials) unlesslicensed or otherwise authorized by PMPSA.

 Do not use, in whole or in part, any IQOS trademarks or trademarks similar

General dos anddon’tsto IQOS trademarks (including local translations and transliterations ofIQOS trademarks) as or as part of any company name, company logo, tradename, store name, product name or domain name.

 Do not use IQOS trademarks in any manner that would indicate or imply

PMPSA’s affiliation with, or endorsement or sponsorship of, yours or any
other third party’s product or service unless authorized by PMPSA. For
example, you cannot claim to be an “IQOS Reseller”, name your online store“Official IQOS Store” or register a domain name such as “iqos-shop.net” foryour business.

 Do not use IQOS trademarks as a verb (e.g. “our vape lounge allows
customers to IQOS”).

 Do not use or imitate any IQOS slogan or tagline (e.g. “TOGETHER.
FORWARD.”).

5 Do not use any trademark symbols (i.e. ™ or ®) alongside any IQOS
trademarks. Such use is reserved for PMPSA only as the trademark
owner.

 Do not alter or use any alteration of the IQOS trademarks such as forexample “IQ”, “ICOS”, “IQOSZONE” or “アイコス” (ai-ko-su).

General dos anddon’ts

 Unless expressly authorized by PMPSA, do not in any way reproduce

IQOS packaging, trade dress, product images, product designs, logos,visuals, website designs or other copyrighted content owned by PMPSA
such as the following:

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Commercial use on
websites, online
marketplaces andsocial media

You may not use IQOS trademarks in your store name, product name or social
media account name e.g. “HEETS Online Store”, “IQOS leather case” or“@iqos_official”, or in any way or manner to directly or indirectly promote productsthat are not manufactured or sold under the authorization of PMPSA.
You may use IQOS trademarks in a standard font (but not IQOS logos, stylized wordmarks or graphic symbols) to refer to IQOS products that are manufactured or soldunder the authorization of PMPSA on websites, online marketplaces and social

media. Such references should always be accurate and not misleading as to any
affiliation, endorsement, or sponsorship between IQOS trademarks, IQOS products
or PMPSA, and yours or a third party’s business, products or services.
For example, you may indicate that yours or a third-party product “works with IQOSdevices” or that “IQOS products are available for sale” on your online store.
Unless expressly authorized in writing by PMPSA, you are prohibited from using any
reproduction of IQOS packaging, trade dress, product images, product designs,logos, visuals, website designs or other copyrighted content owned by PMPSA onyour website, store or social media page.
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Third-party
products for use
with IQOS devices
Third-party products for use withIQOS devices include protectivecases, pocket chargers,
replacement USB charging cables,
cleaning tools, ceramic trays for
disposal of heated tobacco units,etc. that are not manufactured,sold, or endorsed by PMPSA.

You may use IQOS trademarks in standard font (but not IQOS logos, stylized word marks orgraphic symbols) on packaging, instruction leaflets or promotional materials in respect of suchthird-party products ONLY to describe functionality and/or compatibility with IQOS products
and you must always comply with ALL the following guidelines:• IQOS trademarks (or any confusingly similar mark) should not form any part of theproduct’s name and should not be used in a standalone manner.
• IQOS trademarks should not appear more prominently than the product name or brandname.
• Do not use or imitate IQOS packaging, trade dress, product images, product designs, logos,or visuals on your product packaging.
• Any reference to IQOS trademarks should not be misleading as to any affiliation,
endorsement, or sponsorship between PMPSA and your business, products, or services. For
example, the phrase “pocket charger for use with IQOS ILUMA device” is acceptable but not
the phrase “IQOS ILUMA pocket charger” as the latter phrase may imply an affiliation withPMPSA.
• Any reference to IQOS trademarks should always be truthful and accurate. For example,
the phrase “compatible with IQOS devices” must only be used if the product is in factcompatible with, and does not affect the performance of, IQOS devices.
• You are required to include the following statement on your product packaging orinstruction leaflet: “[IQOS] is a trademark belonging to Philip Morris Products S.A. [NAME OF
THIRD PARTY] is not affiliated with, representative for, or agents of, Philip Morris Products S.A.
and [NAME OF THIRD PARTY]’s products are not endorsed, reviewed, tested, or supported byPhilip Morris Products S.A. All liability for such products remains with [NAME OF THIRD PARTY]
as product manufacturer.”8

Seminars,
publications, andsocial media
Publishers, organizers andoperators of publications (e.g.
books, media articles andmagazines), seminars and social
media accounts of non-commercial
nature may wish to use IQOS
trademarks for informational
purposes.

In these circumstances, it is acceptable to use IQOS trademarks in plain font and torefer to authorized IQOS products (e.g. “PMPSA to launch new IQOS ILUMA device”).
However, IQOS trademarks should not appear larger or more prominently than thename and logo of the publication, seminar or social media account on all relevantmaterials.
IQOS trademarks may be used as part of a publication title, seminar name or social

media post heading provided that the use is only to refer to authorized IQOS
products and does not appear larger or more prominently than the surrounding text.
Do not use any IQOS packaging, trade dress, product images, product designs,logos, visuals, website designs or other copyrighted content owned by PMPSA on

any relevant materials without express authorization from PMPSA.
For publications, the following disclaimer of sponsorship, affiliation, or endorsement
by PMPSA should be included in a prominent location: “[NAME OF PUBLICATION] is
an independent publication and has not been authorized, sponsored or otherwise
approved by Philip Morris Products S.A.”
9Licensed orauthorized use ofIQOS trademarks
PMPSA’s licensees and authorizedparties may use IQOS trademarks(including IQOS logos, stylized
word marks or graphic symbols) inpromotional materials only to theextent as licensed or authorized.

Please refer to the terms of your respective agreement with PMPSA which define
your permitted scope of use of IQOS trademarks. If your agreement does notprovide any usage guidelines, please refer to these Guidelines.
When making use of IQOS trademarks, authorized parties or licensees must include
an indication of their license or authorization in a prominent location on relevantmaterials.
For example, if you are an authorized reseller, you must indicate that you are an“IQOS Authorized Reseller” in your store; or if you are a licensed productmanufacturer, you must indicate that the product is “Manufactured under license fromPMPSA” on your product packaging.

If you are unsure of your scope of use of IQOS trademarks or the nature of yourrelationship with PMPSA, please contact your PMPSA business partner.

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Closing
information

The latest version of these Guidelines is accessible on our IQOS website: [URL].
By using IQOS trademarks, you agree: (i) to follow these Guidelines as well as any

terms in your agreement with PMPSA, if any; (ii) that PMPSA does not guaranteesuch use will preclude any governmental or third party challenges, objections orlegal action; and (iii) that PMPSA shall not be liable to you or any third party for any
direct or indirect damages or liabilities resulting from such use.

PMPSA reserves the right to modify these Guidelines at any time and object to any
use of IQOS trademarks even if such use is not expressly prohibited by theseGuidelines.
If your intended use of IQOS trademarks has not been covered or if you have anyquestions regarding these Guidelines, please contact us by email at [EMAILADDRESS].

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Schedule12

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