The media is made from a PP vinyl film and not PVC like other products. PVC contains around 30% by weight of Chlorine and produces toxic fumes if incinerated. PP on the other hand will generate only carbon dioxide and water. Home inkjet printer inks are around 80% water and dilute when exposed to water but once printed with dye based inkjet inks the media does entrap the inks and become water resistant, in that the images will not run when exposed to moisture, but they are not to be considered waterproof.
When printing with pigment inks the print is less durable (as you would expect with photo papers etc) due to the nature of pigment inks laying on the surface and not absorbing into the media.