EcoPure Pure Coral Calcium Powder – 454 Grams

Six-dimension breakdown

Why this scored 36/100

Coral calcium is the FTC-precedent case for supplement marketing fraud. In 2004, the Federal Trade Commission fined the makers of 'Coral Calcium Supreme' more than $1 million for false cure claims — that product was marketed by Kevin Trudeau and Robert Barefoot as a cure for cancer, heart disease, multiple sclerosis, and dozens of other conditions, based on a 'coral origin gives special bioavailability' story that had no scientific basis. The underlying chemistry is straightforward: calcium is calcium. Calcium carbonate from coral is chemically equivalent to calcium carbonate from limestone or oyster shell. The 'coral origin' story is marketing narrative, not a bioavailability story — no published head-to-head comparison shows coral-derived calcium is meaningfully better absorbed than any other calcium salt at equivalent dose. Additionally, coral calcium sourcing raises environmental sustainability concerns — living coral reef harvesting is illegal in most jurisdictions and the industry has historically used fossilized coral to sidestep that; even fossilized coral extraction from reef-adjacent seabed carries ecological footprint. Autofailed under misleading_naming (the 'coral' framing implies superior bioavailability that is not evidenced) with sustainability marks off for the sourcing profile.

Evidence & sources

The Vyvata score's Evidence dimension measures the quality of published RCT support for a product's active ingredients at the label dose. Our source hierarchy: double-blind RCTs in MEDLINE-indexed journals > single-blind RCTs > open-label trials > observational studies > mechanism papers > N=1 case studies (anecdotes). Predatory journals and manufacturer-authored studies without independent replication are weighted down.

Product-specific evidence citations for this item are embedded in the analysis text on the "Analysis" tab. For the full framework and evidence hierarchy, see the methodology page.

How to read the Evidence dimension

• 80–100: Multiple double-blind RCTs in indexed journals directly testing this product OR the exact ingredients at the exact dose.
• 60–79: Single double-blind RCT + supporting ingredient literature at the studied dose.
• 40–59: Open-label trials + ingredient literature; no product-specific double-blind evidence.
• 20–39: Ingredient literature only; no product-specific trials or trials in predatory venues.
• 0–19: No credible evidence base or unverifiable claims.

FAQ data has not been generated for this product yet. See the site FAQ for general questions.

Customer reviews

All the data we have on this product

Every VSF-related metafield surfaced verbatim. Nothing hidden. If you spot data that looks wrong, let us know.

VSF score

36 / 100

Tier

Rejected

Category

Supplements

Subcategory

vitamins micronutrients

Last scored

August 24, 2026

Third-party certifications

None on record at time of scoring

Vendor

Coral Toothpaste

Tags

Coral Toothpaste, Shopify Collective

Every score is set from the published rubric, audit-logged, and rescored whenever new evidence emerges (published trials, updated labels, third-party testing releases). Every vendor is scored on the same criteria — no pay-to-play. See our editorial-independence disclosure for the full policy, including brands with an editorial relationship to this site.