OTC product claims need more scrutiny

According to a review in the British Dental Journal, claims made by manufacturers that charcoal-based toothpastes can whiten teeth are nothing short of a publicity stunt to attract sales, and there is no scientific basis to justify their claims, quite the opposite considering many of them do not contain fluoride. This has led to calls from healthcare PR professionals for more scrutiny of OTC product claims.
MD of Red Consultancy’s Health division, Rebecca Fergusson, said: “Communications for these products needs to be built on an understanding that people who are attracted to a natural proposition are some of the most ingredient-savvy consumers out there. The days are numbered when brands can rely solely on the positive associations people make when a product is positioned as ‘natural’. As the number of people seeking out alternatives to everyday toiletries grows, so will the clamour for the scientific proof that they not only work, but more importantly do no harm.”
Professor Damien Walmsley, the British Dental Association’s scientific adviser, said: “Charcoal-based toothpastes offer no silver bullets for anyone seeking a perfect smile, and come with real risks attached. So don’t believe the hype. Anyone concerned about staining or discoloured teeth that can’t be shifted by a change in diet, or improvements to their oral hygiene, should see their dentist.”
Kathryn Ager, head of health at Grayling, said: “Question marks over the efficacy of charcoal toothpastes are just the latest example of product health claims that are seemingly supported by a limited evidence base. It is perhaps unsurprising that in our fast-growing wellbeing market there is huge appetite for ‘fast-fix’ products that help people look and feel better.”