Not even nearly comparable.

so what are the filters made of and what do they filter?

That says nothing about the impact of the smoke, just that it made the act of smoking feel nicer. Sorry if I'm missing something, the image is very small on my phone.

As far as I know they filter tar, they are made of compacted gauze possibly in cigarettes. In chimneys they would fliter particulates through discs of maybe matting or other filaments?

it says it gives you an extra margin of protection so inhale away to your hearts content

effectively a death sentence in an advert