In Media

Claims on AllWhite3000′s website, for a tooth whitening service, included “Tests prove that, after whitening with Allwhite3000, teeth score from 5 to 14 points higher on the Vita scale … This technique whitens your teeth right away and has no side effects. The result is 80% better than home whitening products and 40% better than comparable laser technologies … Years of experience in laser technology and treating thousands of satisfied customers explains why people, including dentists, come to us for our advice, products and service”. Claims under the heading “RESULT GUARANTEES” included “What we will guarantee is that this is the best teeth whitening treatment currently available and that we will get your teeth as white as it is possible to get them. Every single person achieves a guaranteed brighter result”. Further claims stated “We are so confident in our teeth whitening procedure we offer you a 100% moneyback [sic] guarantee! If we don’t get your teeth whiter … you don’t pay us any money!”.

Further claims included “Laser teeth whitening is the fastest and safest way to whiten teeth and causes no damage to either the structure of the tooth or the gums” and “By using the latest optical techniques, the laser emits light at a lower temperature than similar products thus avoiding irritation of the nerves of the teeth”.

Text under the heading “SPEAK TO THE EXPERTS” stated “Don,t [sic] risk having an amateur ruin your teeth, speak to the experts! There is a reason we are the market leader in professional teeth whitening. We know what we are talking about, we have tested every form of teeth whitening available so we know we offer the best, safest and most advanced whitening treatment available! We are the people that train the dentists to perform teeth whitening correctly. With years of experience and after thousands of happy clients we have mastered our craft which is why people come to us for advice including dentists … you will soon realise we know what we are talking about and can advise you of the questions you should ask before you have the treatment to make sure you will get the best possible treatment by an appropriate technician or dentist”.

Under the heading “Locations” were listed 31 locations, some of which were labelled as “Promotion”, “Mobile” or “Clinic”.

Text under the heading “PRICES & BOOKING” stated “Complete 1 Hour teeth whitening treatment was £400″.