DIRECT marketing television advertisements are promising consumers what no amount of brushing can: dazzling white teeth. But dentists warn the quest for a mouth full of whiter-than-whites is unrealistic at best and disastrous at worst.
Yet teeth bleaching is gaining ground, encouraged by the advertisements' sparkling image embodied in Morgan Fairchild. 'You don't have to be rich, famous or lucky to have beautiful white teeth,' the American actress says.
Dentists are not against the practice per se; they are concerned by unrealistic expectations. 'True whiteness is a delusion. No tooth is white,' says one dentist, who cannot be named for professional reasons. 'Most teeth are a variety of natural colours.' He also cautioned against abusing the bleaching process, particularly in the quest for 'absolute whiteness'.
Those who choose the do-it-yourself approach 'should be aware of the harm that may be done by excessive use of brands that may be acidic, as this may cause the loss of significant amounts of tooth tissue', he added.
Little is known about the long-term effects these chemicals have on the delicate structure of the tooth enamel.
'The introduction of teeth bleaching kits has given rise to some concern about their safety,' a dental professional said. 'Ingestion of the bleach has been reported to cause stomach problems, and excess exposure to the gums can cause irritation.' Tooth sensitivity and uneven colour are other side-effects.
