Is the Teeth Whitening Industry Regulated Enough?

Debbie Sleeman, founder of award-winning oral care and teeth whitening brand Polished London and previous Cosmetic Teeth Whitening Specialist discusses regulations in the teeth whitening industry and what needs to be done to ensure safety for consumers.

According to the Oral Health Foundation, teeth whitening is one of the largest growing cosmetic procedures in the UK. The industry is estimated to be worth over £40 million annually, with more consumers inspired by the Hollywood Smile and trying to achieve what they see as the ‘perfect smile’. 

In recent years, an influx of celebrities from Kim Kardashian to Love Islanders, have endorsed whitening kits. This has massively affected the global trend and influenced purchasing habits with an increase of customers buying at-home kits, rather than opting for a professional treatment. 

But is the Teeth Whitening Industry regulated enough? 

The short answer is no, while the industry is regulated - a lot of companies aren’t following these regulations and they aren’t being monitored properly. This is becoming a huge issue nowadays especially false gimmicky advertising.

Within the industry, I often see illegal teeth whitening brands promising false unrealistic results with products that are made using cheap ingredients which have very little, if any, benefit to whitening or contribute to oral health. 

The problem with these brands and their advertising strategy is there is insufficient monitoring of regulations in teeth whitening. This leads to products flooding the market and as a result, it can be challenging for consumers to make informed decisions about the safety and effectiveness of what they are using as part of their oral care routines.

In the UK, the regulations for teeth whitening products changed in 2012. This was when the European Union implemented new regulations that restricted the use of hydrogen peroxide and other bleaching agents in teeth whitening products. With the new changes, the maximum allowable concentration of hydrogen peroxide in over-the-counter teeth whitening products was set at 0.1%. 

Additionally, teeth whitening products were reclassified as cosmetic products, which means stricter regulations to ensure their safety and efficacy. Despite these stricter regulations, as mentioned, the industry is still finding brands are being set up which aren’t aware of these regulations and are white labelling products. So whilst the guidelines are there, not everyone follows or knows how to which is where the stricter regulations have become unclear and not abided by.  

Like any other procedure in the health industry, having teeth whitening regulations is essential. These regulations prioritize consumer safety, protect against false claims, and uphold the quality and efficacy of teeth whitening products. By establishing guidelines and enforcing compliance, regulations help build trust and confidence in the industry while safeguarding the health and well-being of consumers whilst following responsible business practice. 

With so many brands out there and new ones emerging, it can be difficult for customers to make sure they are staying safe. They can do so by avoiding unregulated products that haven’t gone through the correct regularity approval, as by using them they may not be safe, and any long-term side effects will be unknown. For consumers it can be difficult to identify these brands as this information is confidential so aren’t readily available to the public. However, identifying where products are made and reading the packaging of respectable brands is a key way to know which ones may be regulated. 

Teeth whitening products often contain high strength, industry-grade ingredients, so it is important to follow instructions carefully and use them exactly as directed. Overusing or misusing whitening products can damage your teeth and gums, so it’s important to be careful. It's also key to note that teeth whitening products should not be a replacement for a healthy oral hygiene routine, but an addition. 

A simple solution is to make sure you are using reputable brands. These can be easily identified by customer reviews, trusted by, social following and their website information page. Take time to read about the brand, their story and by doing so you will see if it’s authentic or not. 

Beyond focusing on the brand itself, make sure to always read the product labelling and pay attention to the ingredients. If you encounter unfamiliar ingredients look online to understand the purpose or potential effects for specific ingredients. Staying informed about product ingredients will really help you to make informed decisions and will help you to choose products that align with your preferences and needs. There may be warnings and precautions associated with the product on the labelling to so always check this part. If you're still unsure consult a dental professional so they can best advise you. Make sure to monitor for any adverse reactions because if it’s a good product you should never feel any discomfort at all.  

From my background working in the industry as a Cosmetic Teeth Whitening Specialist, and then creating my own brand, I have a great understanding of the regulations. Safety standards are at the forefront of everything we do at Polished London, this is vital in protecting our customers by ensuring we follow the best practice possible. 

Polished London has very strict guidelines and standards within our safety regulations as it migrates risks, promotes transparency and holds manufactures accountable for maintaining a safe hygienic environment. We have the highest standards for quality and effectiveness in our products and we follow all the necessary requirements with our products as they go through rigorous product testing, ingredient disclosures, proper labelling, manufacturing standards, and appropriate training is given to ensure consumer safety. Compliance with safety regulations is essential in preserving the integrity and trust within our industry and for our customers.