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Trading Standards has issued a warning over the provision of illegal tooth whitening treatment.
The regulator has warned that visiting non-dentists for treatment can result in significant injuries, as research suggests that treatments are being offered for as little as £60.
Under EU legislation, tooth whitening is a dental treatment, and as such, it can only be provided by trained, qualified dental professionals who are registered with the General Dental Council. The GDC has clamped down on illegal whitening in recent years, and a number of people have already been prosecuted. Whitening treatments are widely available in beauty salons and shopping centres, and there have also been numerous cases linked to individuals who have set up whitening businesses without any formal dental qualifications.
Prof Damien Walmsley, scientific advisor to the British Dental Association, said that businesses are targeting people who want to look better and jumping on trends that have become incredibly popular in the wake of media attention generated by programmes like Love Island, Geordie Shore and The Only Way is Essex. The reality is that the people are buying into clever marketing campaigns and investing in treatments that are not only unlikely to work, but also potentially hazardous.
Tooth whitening has become incredibly popular recently, and illegal treatments are appealing to many because they are usually cheaper than services offered by dental clinics. The problem is that members of the public may be unaware that the practice is both illegal and potentially dangerous.
Dentists have advised anyone who wants whiter, brighter teeth to see their dentist, and the GDC has asked members of the public to be vigilant and to report suspicious behaviour. Trading Standards has also urged those interested in having whitening treatment to consult a dentist.