My understanding (not a doctor) of the consensus on this issue is as follows:
- Neither conventional earbuds nor bone conductors cause eardrum perforation (not loud enough)[0].
- Both conventional earbuds and bone conductors do cause cochlear damage from overuse and high sound levels, since at the point the sound reaches inner ear it doesn’t matter whether it got in by air or by bone[0].
I’d say Shokz is being misleding, and I wish I learned about it before getting bone conductors.
My further speculation (again: not a doctor!) is as follows:
- IEMs with good passive noise isolation (their sleeves generally go into your ear) may be less likely to cause cochlear damage, because the sound reaching your inner ear is quieter overall than with either “shallow” earbuds or bone conductors.
- However, such IEMs or regular earbuds (or earplugs, for that matter) could be liable to cause physical damage to some delicate structures of the middle ear—the damage you can also get from excessively picking your ears with your fingers[1]—and this damage could cause a type of hearing loss that bone conductors do not cause. I also suspect (anecdotal evidence) that IEMs may raise the likelihood of getting infections into your ear, which could also contribute to hearing loss. If true, the chances of all this probably depend on how careful you are with choosing earbud/IEM fit, cleaning and manipulating them.
My personal takeaway: Over-ear or bone conducting headphones may reduce the chance of physical damage from fiddling with your ears. However, they aren’t great in loud surroundings: inner ear damage is caused by overall sound levels, and with bone conductors or other non-isolating headphones your levels are whatever you’re listening to plus external noise.
[0] From The Truth about Bone-Conduction Earphones, quoted also by another answer:
MP3 player earphones are not capable of producing levels great enough to cause an eardrum perforation, so users would not be at risk of eardrum damage from any type of earphone. Rather, listeners are at risk of cochlear damage from overuse of any type of earphone. The fact that these earphones use bone-conduction transducers does not inherently make them any safer than any other earphone, as bone-conducted sound is transduced by the cochlea similarly to air-conducted sound.
[1] From Fracture of the Incus Caused by Digital Manipulation of the Ear Canal and its Diagnosis Using Wideband Acoustic Immittance (emphasis mine):
the first reported case of a fracture of the long process of the incus due to digital manipulation of the ear canal
A finger inserted into the ear canal can produce an air seal, and subsequent quick removal of the finger can result in the fracture of an ossicle. Clinicians should be cognizant of this form of trauma because insertion of a finger, ear plug, and earphone into the ear canal are common. Ossicular fractures can result in high-frequency CHL [conductive hearing loss], and can be misdiagnosed as sensorineural loss because bone conduction thresholds are not measured above 4 kHz. As in this case, an ossicular fracture may be misdiagnosed and result in inappropriate treatment. Here, WAI, a non-invasive measure of ear mechanics, diagnosed a loose ossicular chain.