Digital influencers and the advertising of activated charcoal-based powder as a dental whitening: an alert to dentists and their patients.

Abstract

Objective: the aim of this study was to perform a comparative analysis of the content pointed out by digital influencers regarding the activated charcoal products they advertise. In addition, the data found were compared with the available scientific literature in order to adequately guide the population on the safety of activated charcoal products. Material and Methods: A research of activated charcoal-based powders was conducted to identify the marketing of digital influencers on Instagram®. Three different products were analyzed: New White, WhiteMax and Carvvo. Results: It was found that millions of people receive the contents of the influencers and can be led to the purchase of the so-called whitening products. Furthermore, it was possible to observe the dissemination of information without scientific proof in the advertisements of the brands, with a selective provision of data, in order to create an image of reliable products for the lay public. Conclusions: It was concluded that there is a scarcity of scientific data to support the use and mechanism of action of activated charcoal-based whitening powders. In addition, it is important that digital influencers evaluate the safety and efficacy of the products they recommend, in order to make conscious and responsible use of their platform and the voice they have.