TRADING standards have warned non-dentists to offer dangerous "Hollywood Smile" teeth whitening on British roads.
The treatments cost only £ 60 and are offered by unqualified workers.
But the chemicals used can leave burnt and blistered gums and sensitive teeth – and often rub stains for a short time.
In March, Essex Smiles, whose ads show former EastEnders star Joe Swash, was tried by the General Dental Council for illicit brightening in a Northampton branch and fined £ 4,500.
The regulator warns against treatment by a dentist, hygienist or dental technician.
Prof. Damien Walmsley, adviser to the British Dental Association, said to The Mail on Sunday: "Many companies sell snake oil and can not deliver the pearl pearls they promise."
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Essex Smiles said its products were trading standards approved.
Trade standards said: "seek advice from a dentist."