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.”