Groupon? Not for me!

A few weeks ago I had a phone call. "Hello its Mark from Groupon, wishing you a very Happy New Year. And by the way, we've got a front page offer you might be interested in." I politely wished him a Happy New Year but declined his offer and asked not to be called again.

"Why?" you might cry, especially if you love Groupon or any of the similar discount voucher sites, in fact you may even have seen offers for for treatment such as tooth whitening or Invisalign.

I did write a really long blog post about the ethics of offering discounts on dental and medical treatment and why the figures don't stack up, and why it might work for businesses like restaurants and beauty salons where they can sell additional items or gain from repeat business.

I've deleted because I think the sort of clients I treat can see that and understand that and don't need it spelling out. There are certain brands you wouldn't expect to see on a discount site, like BMW or Porsche, Armani or Prada, The Ivy or The Manoir Aux Quat'Saisons. If these brands did start offering huge discounts it cheapens the brand, makes it less exclusive, just think what happened to Burberry a few years ago when the products suddenly became just that bit too popular.

So perhaps I'm going a bit far comparing myself to luxury brands, I certainly don't want to make myself and my treatments seem elitist, but much as some people will save up for that certain car, item of clothing or special meal many of my clients are seeing orthodontic treatment as an affordable luxury that will make them feel good about themselves. The true value is not in the cost but in how it makes you feel. Much as a Skoda will transport you, a coat from Primark will keep you warm, or a meal from Pizza Express will fill you up, that cheap braces offer may straighten your teeth, but will you get the same experience, the thing to treasure, to talk about, to make you feel good?

So, please don't ask me for special offers. I don't artificially inflate my prices so I can't offer discounts as this is a business and my livelihood, as well as my passion. I don't even mind if you 'window shop' a bit, by all means visit that practice offering a cheap deal, but come visit me too before you decide.

(If you still don't understand, read about the cupcake disaster, concerns from the ASA and OFT, the problems of time-limited medical offers and the General Dental Council's view of discount offers.)

Tooth Whitening

I wrote a blog in March about cheap tooth whitening and how you should always have whitening done under the prescription of a dentist. In general it is safe and effective when used correctly and plenty have research has shown this to be the case. Although I have used whitening in the past I do not offer it to my patients but refer them back to their general dentist for the procedure.

I feel it is time to comment again, not least because there is someone locally who is offering cheap tooth whitening illegally, a situation which is being repeated around the country. There have been adverts in local magazines and makeshift billboards in the verges on the approach to Wetherby. Looking at the website they seem to have done some research and explain, along with some out-of-context quotes, that in their opinion it is not illegal, but they seem to have overlooked some pertinent points.

The General Dental Council (GDC) regulate dentists and dental professionals and are very clear about what constitutes illegal dentistry. They even have a page dedicated to the practise of tooth whitening. They say "The practice [sic] of dentistry is limited to GDC registrants. It is the Council’s view that applying materials and carrying out procedures designed to improve the aesthetic appearance of teeth amounts to the practice of dentistry. So too does the giving of clinical advice about such procedures. Therefore all tooth whitening procedures, including bleach and laser treatment, are seen as the practice of dentistry by the General Dental Council." I have now alerted the GDC to the operations of this salon but until they investigate the salon continues to operate. The GDC recently prosecuted successfully for illegal practise against a similar type of clinic.


What is concerning in particular is that illegal dental procedures are putting patient's dental and general health at risk. As dentists we train for at least five years which includes diagnosing dental disease like decay or gum disease and understanding why teeth may be discoloured. We have rafts of legislation we have to adhere to both personally and with our practices and make sure we keep up to date with current treatments and guidance. How can someone who is not a dentist (or dental professional) and has had one day of training be sure that there is no dental disease before they whiten and how can they identify fillings or crowns which will not change colour? Are they aware of cross-infection control procedures which are used to prevent spread of disease, including serious conditions like Hepatitis B and HIV? How are they cleaning equipment after use and disposing of contaminated materials like gloves? 


I should mention that there is a legal issue surrounding the use of hydrogen peroxide products to whiten teeth, due to the fact that whitening agents are classed as cosmetics (read to the lower part of the page), even when used by dentists, which is how these salons think they can get away with it and why some dentists are not offering whitening at the current time. Some illegal clinics are not using peroxide based agents, but it is unclear exactly what they are using and whether it has been correctly tested. As peroxide is the most effective agent, at the right concentrations, are the results with something else going to be satisfactory? Promising "10 shades whiter" with a single treatment is totally unrealistic as a dentist would know.


So please, if you are considering getting your teeth whitened DO NOT visit the salon offering tooth whitening at what seems like a good price. Similarly do not use that Groupon offer that seems too good to be true. At worst you could end up with damage to your teeth or even an unwanted infection, at best you will probably be disappointed with the results and will have wasted your money. Please don't buy whitening gel on the internet either, it is often fake and is usually not subject to strict quality control. Go and visit your own dentist and discuss the options, and please tell your friends too and spread the word.

Cheap Teeth Whitening

As teeth whitening becomes the new "must-have" it's not surprising that bargain treatments are springing up all over the place. I've seen various home kits advertised, beauty salons offering whitening, and offers for someone to do laser whitening in your own home.

It probably seems rather attractive to have your teeth whitened for just £50 or £99 or to buy gel on the internet rather than pay your dentist more for what appears to be the same thing.

Please think carefully before you go ahead with any sort of cheaper deal. You may not know that it is illegal for anybody who is not a registered dental professional to carry out any sort of dental treatment, including whitening. You should always have your teeth checked by a dentist before you have any treatment, including cosmetic work. Professional whitening is very safe but there are some risks which should be explained to you first, these including damage to the gums, especially if the wrong concentration of gel is used. "Laser" whitening does not exist, though very bright lights are sometimes used they are NOT lasers! If you're not sure about someone's credentials check the dentists' register on the General Dental Council website. If you're not sure if it's a legitimate business or dental practice check for a proper address, a local phone number, details of the team members and information about other dental treatment that is offered (no respectable dentist would ONLY offer whitening).

Beware of guarantees about the amount of improvement or the longevity of the result and you should always be told about potential drawbacks as well as benefits. As I said on my previous blog, if an offer seems too good to be true, then it probably is!

Is tooth whitening safe?

This morning I read a report about a man who unwittingly caused some severe dental damage through tooth whitening. So bad, in fact, that he will lose some teeth. Horrifying isn't it?

Before you throw away your trays and gel you need to know the full story. The person in question bought a product over the counter. It had no instructions and he used it every day for about three years. It had such a low pH that it eroded his teeth severely. It also contained levels of whitening agents higher than that permissible.

Many of my patients whiten their teeth at the end of orthodontic treatment. It's easy to do and very effective. Is it safe? YES! But...only if recommended by your dentist who can explain the advantages and disadvantages and instruct you in how to use the product. Over the counter or online products are available but in general they are much less effective than ones prescribed by your dentist or as in the case above may be dangerous.

Your options are "laser" whitening in the dental surgery or night time whitening using a mouthguard tray and gel system. I recently heard about Smilestrips as an alternative to trays/gel which should be available near here soon. Whitening is an excellent way to invest in your smile but please take time to talk to your dentist about whitening and never buy products online or in the chemist.