Any toothpaste has whitening properties to a certain degree, because it helps remove stains, calculus, plaque and food particles from your teeth. But to achieve a change in the color of your teeth, bleaching products contain carbamide peroxide or hydrogen peroxide. These products are regulated by the TGA and need the supervision of a dentist.
Instead whitening toothpastes, to obtain a change in tooth color, contain chemicals that help remove stains. These chemical are mostly abrasive materials that remove the deposits of tobacco, tea, coffee, food colors or other substances that stick to the teeth. If used for prolonged periods of time or with much pressure on the brush, these toothpastes can strip the enamel layer off the tooth. This why frequently I encounter patients who tried the whitening toothpaste, have worn down the enamel layer, but did not achieve the level of whitening they were hoping for.