PMI Italy Strengthens Commitment to Large-Scale Device Recycling
Philip Morris International Italy has reiterated its commitment to the “REC” recycling program, aiming to collect and recycle 1 million discarded heated tobacco devices IQOS and Lil, as well as VEEV vape devices, by 2025.
Key Points
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Philip Morris International Italy reaffirms its goal of recycling 1 million devices by 2025.
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The project plans to recycle more than 80% of raw materials—plastics, metals, batteries, and more—from IQOS, Lil, and VEEV devices.
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Around 4,600 IQOS stores and tobacco shops have joined the recycling program.
REC Program Targets 1 Million Devices by 2025
According to a statement by Philip Morris Italia reported on March 18, the company has reaffirmed its ongoing commitment to the REC (Riciclo per Economia Circolare) project. Launched in January 2024, the initiative aims to collect 1 million used IQOS, Lil, and VEEV devices by 2025.
Significant Milestones Surpassed in 2024
By autumn 2024, the project exceeded its initial target of collecting 500,000 used devices in its first year. PMI plans to recycle over 80% of raw materials from these products, including plastics, metals, magnets, lithium batteries, and electronic components.
The REC program gathers devices sent by consumers to participating IQOS outlets and tobacconists, as well as devices returned through warranty services and business-related programs.
Expansion to VEEV Devices and Collaboration with Government
In 2024, the REC program was expanded to include VEEV vape devices. Used VEEV pods are collected at participating retailers through Logista’s “RECYCLE-CIG” initiative. The broader program operates under a cooperation agreement with the Ministry of Environment and Energy Security.
Reuse Initiatives Through IQOS Refreshed
PMI also launched the “IQOS Refreshed” project in spring 2024, focusing on refurbishing and reusing IQOS devices as part of the company’s circular economy strategy.
Consumer Participation and National Coverage
Gianluca Iannelli, Head of Smokeless Products at PMI Italy, expressed strong satisfaction with consumer engagement:
- “We are proud of the enthusiastic consumer response to the REC program, leading us to reaffirm our commitment to bring the total number of devices collected to 1 million from 2024.”
The program now includes all IQOS stores and approximately 4,600 tobacconists across Italy, enabling the recycling of about 60% of collected devices. So far, around 148,000 consumers have returned at least one device.
