Brits warned over tooth cowboys offering dangerous ‘Hollywood Smiles’ whitening treat

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.”

Essex Smiles said its products were Trading Standards approved.

Trading Standards said: “Seek advice from a dentist.”