The percentage refers to the average reduction of the levels of certain constituents prioritized for action by renowned public health organizations such as the WHO and the US FDA found in IQOS tobacco vapour compared to the smoke from a 3R4F reference cigarette. To this effect, PMI collects the tobacco vapour and smoke under the Health Canada Intense machine-smoking regime (55 mL puff volume, 2 second puff duration, 30 second interval puff) using a comparison on a per stick basis. Reduction calculations exclude nicotine
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