I don't know how effective this particular lamp is; I've never used on, etc. However the technology is not pure BS, and there may be (or may yet be) a version of this sort of lamp that will actually work.
Do a google search for 'titanium dioxide photocatalyst'. The appropriate titanium dioxide material, when exposed to light, causes some pretty strong oxidizing reactions (think bleach). This could reasonably work to deodorize room air.
