03.The expert verdict
Of the toothpastes we examined, the bold claims made by these four stood out.
Colgate Advanced Whitening
The spin: "Micro-cleansing crystals for clinically proven whiter teeth".
The truth: Comparing the ingredients with that of regular Colgate, we believe the micro-cleansing crystals must be hydrated silica, which is the abrasive used in many other toothpastes, including Woolworths Homebrand.
Macleans Extreme Clean Whitening
The spin: "Extreme clean with micro-active foam for deep-action whitening".
The truth: No toothpaste without hydrogen peroxide is capable of physically whitening teeth, with or without "deep action".
White Glo Coffee and Tea formula
The spin: "Micro-wax to prevent staining on teeth enamel."
The truth: The micro-wax is carnauba wax, derived from a Brazilian palm tree. Alldritt doubts a coating of wax would remain on the teeth throughout the day to repel stains from food and drinks.
Coles whitening
The spin: "Multi-action".
The truth: Our experts say most toothpastes offer the same protection as Coles’ “multi-action” claims – they all clean teeth, help prevent cavities, remove plaque and reduce tartar.
CHOICE oral health checklist
According to Alldritt, the most important considerations for maintaining good oral health should be:
- Fluoride – the most important ingredient in toothpaste.
- Regular care – brushing in the morning and at night with a good toothbrush and soft brushing motion.
- Flossing – cleaning in between your teeth to prevent small pieces of food from becoming trapped.
- Diet – be mindful that the breakdown of sugars and carbohydrates by the bacteria in your mouth produces acid, which can attack enamel and begin the decaying process.