Australians are paying extra for so-called whitening toothpastes that contain no bleaching agents, according to Choice, a consumer watchdog group.
The organization reviewed 17 toothpaste products ranging in price from $1.27 to $7.99 and broke down product claims such as advanced whitening, multiaction, enamel lock, and microcleaning crystals.
Choice found none of the whitening toothpastes investigated actually contained a bleaching agent required to physically alter the color of teeth, according to a story in the Herald Sun.
Most toothpaste products contain the same ingredients, Choice noted: fluoride; a mild abrasive such as calcium carbonate or hydrated silica; humectants to help the paste retain water; and thickeners, sweeteners, lathering agents, and flavors to enhance taste and appearance.
