The Wall Street Journal states that social media is full of videos endorsing charcoal products as a unique and effective way to whiten teeth. ADA spokesperson Dr. Matthew Messina said these products, however, can wear away enamel and expose the yellow dentin layer below. In addition, the article notes a review published in The Journal of the American Dental Association found insufficient evidence to support claims that charcoal products are safe or effective for teeth.
Separately, TODAY said when selecting a toothpaste, “a general guideline for consumers is to look for the American Dental Association’s ADA Seal of Acceptance, which began in 1931 and evaluates whether products are actually effective and safe.