I did a search and here's something I found:

Ideal anywhere you have persistent odors, the Odor-Eliminating Fluorescent Bulb has a titanium dioxide coating that creates strong oxidizers when exposed to the fluorescent light given off by the bulb. This process breaks down odors completely, creating a fresher and healthier atmosphere. While most deodorizers attempt to mask odors by applying harmful chemicals to the air on the surface, the Odor-Eliminating Fluorescent Bulb is dramatically different because it eliminates odors altogether.

The Odor-Eliminating Fluorescent Bulb will continue to break down odors for three years. Plus, since it's a compact fluorescent bulb, its power to light your home will last 10,000 hours, saving you hundreds in deodorizers and up to 75 percent in energy costs.

Since the Odor-Eliminating Fluorescent Bulb fits any standard light bulb socket, you can use it throughout your entire home. It's perfect for those areas where you have persistent odors, such as the kitchen and bathroom. This 23-watt compact fluorescent bulb provides 100-watt light output, ample to brighten the room.

I know GE makes them too because I was on their site the other day and they had a much more detailed explanation of how & why it worked. Can't find it there now though!