These are additives in ceramic glaze of toilets that the companies claim have some antibacterial action. In the case of CeFIONtect, they also claim that the glaze is smoother, making it physically more difficult for bacteria to make a home in microscopic crevices.
Based on similar products, I would guess that these technologies include a nano silver or titanium dioxide additive.
Toto the company that makes CeFIONtect antimicrobial toilet coatings holds a patent for a titanium dioxide additive to ceramic. Titanium dioxide and UV light create a photocatalytic reaction, like those found in PCO and PECO air purifiers. This can kill bacteria.
Titanium dioxide and nano silver ions can also be found added to ceramic tiles as well.
Both of these technologies could be advertised as natural, non-toxic, antibacterial, and ionic.