Brits warned over tooth cowboys offering dangerous ‘Hollywood Smiles’ whitening treatments on the high street
Unqualified workers use chemicals that can leave burned and blistered gums and sensitive teeth
TRADING Standards have warned against non-dental professionals offering dangerous “Hollywood Smile” teeth whitening on Britain’s high streets.
The treatments cost as little as £60 and are offered by unqualified workers.
But the chemicals used can leave burned and blistered gums and sensitive teeth — and often scrub away stains for only a short period.
In March, Essex Smiles, whose ads feature ex-EastEnders star Joe Swash, was prosecuted and fined £4,500 by the General Dental Council for carrying out illegal whitening at a branch in Northampton.
The regulator warns treatment should be by a dentist, hygienist or dental technician.
Prof Damien Walmsley, adviser to the British Dental Association, told The Mail on Sunday: “Many firms are peddling snake oil. they can’t deliver the pearly whites they promise.”
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Essex Smiles said its products were Trading Standards approved.
Trading Standards said: “Seek advice from a dentist.”
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