Probably depends on how many you have, where you have them and who's manning the scanner when you go through. And maybe whether they just happen to see them when you open your suitcase to show what all those chips are doing in there.

This is from the FAA website:

"Matches and lighters may only be carried on your person. However, "strike-anywhere" matches, lighters with flammable liquid reservoirs and lighter fluid are forbidden."

I only keep the covers, so I usually strip the matches out of mine before I pack. Of course some collectors prefer matches intact.