Teeth whitening advertising rules in the UK
Last reviewed against the regulators’ own text, linked in the sources below.
This is general information, not legal advice.
In the UK, only GDC-registered dental professionals may provide tooth whitening, and a whitening ad must not claim results the practice can't prove. The first rule comes from the Dentists Act 1984 and cosmetics law, as set out by the GDC; the second from the ASA's CAP Code. Both apply to a practice's ads and offers. The full set of rulebooks is on the dental advertising rules hub. This is general information, not legal advice, and it isn't clinical guidance.
Who may provide it
The GDC's position statement says someone not registered with the GDC is "not entitled to provide tooth whitening", because it falls within the practice of dentistry under the Dentists Act 1984.1 The ASA repeats the point for advertisers: whitening "may only be carried out by registered dentists, dental therapists, dental hygienists and clinical technicians working to the prescription of a dentist".2
The product rules sit underneath. Hydrogen peroxide is the active whitening agent, and the law sets thresholds by concentration.1
| Hydrogen peroxide present or released | Rule at source1 | What it means for an ad |
|---|---|---|
| Under 0.1% | Freely available on the market | Toothpaste and rinses, not a practice treatment |
| 0.1% to 6% | Sold only to dental practitioners; first use by or under a dental practitioner; not for under-18s except to treat or prevent disease | The practice treatment. Ads should be aimed at adults |
| Over 6% | Prohibited for cosmetic purposes | Never advertise it |
The GDC also expects "an appropriate clinical examination" before whitening.1 So an ad that implies anyone can walk in and be whitened the same day, with no assessment, sits badly with the professional position.
What you can claim
The ASA's whitening advice asks for evidence that is "relevant and meaningful to the consumer".3 It lists claims the ASA has not accepted without proof: a specific number of shades whiter, results after one or minimal use, and long-lasting results backed only by short-term data.3
| Claim in an ad | Position |
|---|---|
| "Up to 8 shades whiter" | Needs evidence for that product, as used in your practice |
| "Results in one visit" | Needs evidence; the ASA has challenged one-use claims3 |
| "Permanent results" | Needs long-term evidence; short-term data is not enough3 |
| "Laser whitening" | Only if a laser is used; the ASA warns against implying one3 |
| "Professional whitening prescribed after an assessment" | Describes the service accurately |
Images count as claims. The ASA says marketers must show that whiter teeth are the result of the product "and not digital manipulation", which covers filters on social posts.3 Its 2024 dental guidance also treats before-and-after photos as testimonials: you need documentary evidence, permission and the patient's contact details, and results should be "reasonably representative".2
Offers
Whitening is often the treatment practices discount, so the CAP Code's price and "free" rules apply directly.4
- A price must include every non-optional fee that applies to most patients, such as a required assessment (rule 3.18).
- "From" prices must not exaggerate how many patients will pay that amount (rule 3.22).
- "Free whitening" is only free if the patient pays nothing beyond the unavoidable cost of responding (rule 3.23). Free with a paid treatment must say so.
- A "was £X, now £Y" saving needs evidence the treatment was sold at £X.3
- No false claim that an offer ends soon to rush a decision (rule 3.30).
For the wider claims rules, see the page on what the ASA looks for in dental ads. If you want your whitening ads and offers looked at, email me at [email protected]. The first look is free: I read your public whitening ads and offer pages from the outside and reply with what I find. You can also read how I work.
Sources
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General Dental Council, "Tooth whitening position statement", 11 July 2016. https://www.gdc-uk.org/docs/default-source/what-is-the-legal-position/tooth-whitening-position-statement.pdf (accessed 1 October 2026). ↩ ↩2 ↩3 ↩4
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Advertising Standards Authority, "This is not a drill: dental ads wisdom", 9 May 2024. https://www.asa.org.uk/news/this-is-not-a-drill-dental-ads-wisdom.html (accessed 1 October 2026). ↩ ↩2
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Committee of Advertising Practice, Advice Online, "Dental: Teeth whitening", last updated 16 September 2025. https://www.asa.org.uk/advice-online/teeth-whitening.html (accessed 1 October 2026). ↩ ↩2 ↩3 ↩4 ↩5 ↩6 ↩7
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Committee of Advertising Practice, CAP Code section 3, rules 3.18, 3.22, 3.23 and 3.30. https://www.asa.org.uk/type/non_broadcast/code_section/03.html (accessed 1 October 2026). ↩