Does a 90 - 95% substance reduction rate mean that Ploom X is safer than cigarettes?

90-95% reduction on average in 9 toxic substances¹.

Ploom X is [our latest / an innovative²] heated tobacco product which we believe has strong potential as a reduced-risk product compared to smoking cigarettes. Ploom X shows, on average, a 90-95% reduction in the levels of 9 constituents recommended by the World Health Organization (WHO) for reduction in cigarette smoke.

IMPORTANT: THIS DOES NOT MEAN THAT USE OF PLOOM X IS SAFE OR ELIMINATES HEALTH OR ADDITION RISKS ASSOCIATED WITH TOBACCO USE. NO TOBACCO PRODUCT IS SAFE.

¹ Based on available machine-measured data comparing 9 harmful constituents recommended for reduction in cigarette smoke by the WHO measured in smoke of a standard reference cigarette (1R6F) and the vapor from Ploom X.

² Note for markets only: use "our latest" for existing market. Use "an innovative" for new market launching the brand.