The company promised radiantly white teeth and bacterial extraction due to the ionizing radiation of the radioactive substances. The toothpaste was considered at the time a milestone of technical achievement and was touted as a "miracle remedy". Consequential damage caused by ionizing radiation is mostly unknown. Only after the atomic bombs were used in Hiroshima and Nagasaki were the potential effects of ionizing radiation recognized; thus, the toothpaste's claims were invalid.
