0:00:00 > 0:00:00- Subtitles
0:00:00 > 0:00:01- Subtitles- - Subtitles
0:00:03 > 0:00:06- Tonight, we open the doors - to beauty salons...
0:00:06 > 0:00:08- ..who offer you the perfect smile.
0:00:18 > 0:00:22- It's illegal to provide - teeth-whitening services...
0:00:22 > 0:00:25- ..without dental qualifications.
0:00:25 > 0:00:27- It's not safe, and it's illegal.
0:00:27 > 0:00:30- You don't know what you're getting, - if it's going to work...
0:00:31 > 0:00:32- ..or if it's safe.
0:00:33 > 0:00:38- But there's no shortage of people - who offer a whiter-than-white smile.
0:00:48 > 0:00:52- Tonight, we ask them - to show their teeth and smile.
0:00:52 > 0:00:54- After all, they're on camera.
0:01:03 > 0:01:06- Smile! You're on camera
0:01:11 > 0:01:13- What would you do - to get the perfect smile?
0:01:15 > 0:01:19- Almost half of British people - are unhappy with their teeth.
0:01:19 > 0:01:23- More and more want to have - a Hollywood smile. But why?
0:01:23 > 0:01:26- I don't think - my teeth are white enough.
0:01:26 > 0:01:28- I don't like my teeth.
0:01:28 > 0:01:30- Why do you say that?
0:01:30 > 0:01:32- They're yellow.
0:01:32 > 0:01:37- I'm happy to smile because I don't - have any black ones or anything.
0:01:37 > 0:01:39- They could be a bit whiter.
0:01:46 > 0:01:48- The yearning for whiter teeth...
0:01:48 > 0:01:52- ..has created a market - worth around 40 million in Britain.
0:01:52 > 0:01:56- Many of us are willing to spend - on achieving the perfect smile.
0:01:56 > 0:01:59- Some treatments - cost hundreds of pounds.
0:02:04 > 0:02:07- Dyfan Rees - has had his teeth whitened.
0:02:09 > 0:02:11- The 27-year-old actor - from Cardiff...
0:02:11 > 0:02:15- ..feels it's important - to look after his on-screen image.
0:02:15 > 0:02:18- You do worry that if your teeth - aren't that nice...
0:02:19 > 0:02:23- ..that people will look at your - teeth rather than on your acting.
0:02:23 > 0:02:26- That's sometimes in your head. - You don't want that.
0:02:28 > 0:02:31- After getting treatment - at his dentist last year...
0:02:31 > 0:02:34- ..he noticed - an immediate difference.
0:02:34 > 0:02:36- I was really happy with it.
0:02:36 > 0:02:41- I felt more confident - and I smiled more in photographs.
0:02:41 > 0:02:42- I was like this!
0:02:43 > 0:02:46- He paid almost 200 - for the treatment...
0:02:46 > 0:02:49- ..though he'd seen - a cheaper service on the Web.
0:02:50 > 0:02:53- The only way to do it properly - is by going to the dentist.
0:02:54 > 0:02:56- I know I'm going to be safe.
0:02:56 > 0:03:01- The right equipment is used and - the person knows what he's doing.
0:03:01 > 0:03:05- I can't put a price on my teeth. - They're so important to me.
0:03:09 > 0:03:12- One who was lured - by an online bargain...
0:03:13 > 0:03:15- ..was 24-year-old Melonie Bray.
0:03:16 > 0:03:19- After years of worrying - about a stain on her front teeth...
0:03:19 > 0:03:24- ..the woman from Bangor decided to - look for teeth-whitening treatment.
0:03:24 > 0:03:29- I searched on Google - for someone who did it.
0:03:29 > 0:03:33- There was an offer to do it for 89.
0:03:33 > 0:03:36- I thought it was good value.
0:03:36 > 0:03:39- She found a business - called Skin Within in Colwyn Bay.
0:03:40 > 0:03:44- But when Melonie arrived - at the address, she got a surprise.
0:03:45 > 0:03:48- When I was going there, - I thought I was going to a dentist.
0:03:49 > 0:03:54- But when I arrived, - it was just an extension to a house.
0:03:54 > 0:03:56- So I...
0:03:57 > 0:04:00- I thought, "Oh, a beautician.
0:04:00 > 0:04:04- "It might be fine - because it's to do with beauty."
0:04:05 > 0:04:09- Despite her concerns, - she continued with the treatment.
0:04:09 > 0:04:13- But very soon, she realized - that something was amiss.
0:04:13 > 0:04:17- It hurt quite a bit throughout.
0:04:17 > 0:04:19- She said it was fine.
0:04:20 > 0:04:22- I went home.
0:04:22 > 0:04:27- She told me to take a paracetamol - and to phone her if I had problems.
0:04:28 > 0:04:32- A little after leaving Skin Within, - the pain increased.
0:04:35 > 0:04:37- When I tried to speak...
0:04:37 > 0:04:41- ..as air went into my mouth, - it hurt.
0:04:42 > 0:04:45- Pain just swept through my teeth.
0:04:45 > 0:04:49- I didn't want to do anything - because I was in constant pain.
0:04:50 > 0:04:53- After a week, - the pain became unbearable.
0:04:53 > 0:04:56- Melonie made - an emergency dental appointment.
0:04:58 > 0:05:00- Melonie, would you like - to come through?
0:05:01 > 0:05:03- Today, she's back - to see the same dentist...
0:05:03 > 0:05:06- ..nine months after the treatment.
0:05:06 > 0:05:09- How have you been going - since I last saw you?
0:05:09 > 0:05:12- It was quite traumatic - for you last time.
0:05:12 > 0:05:14- Your gums were very sore and grey.
0:05:15 > 0:05:17- According to the dentist...
0:05:17 > 0:05:21- ..Melonie has the worst side effects - she's seen after teeth whitening.
0:05:22 > 0:05:25- When she came to see us, - she was in pain.
0:05:25 > 0:05:29- She had burnt the gums - from underneath the teeth...
0:05:29 > 0:05:31- ..at the front of her mouth.
0:05:31 > 0:05:35- It was painful. - She was struggling to brush.
0:05:35 > 0:05:39- The actual condition of her mouth...
0:05:39 > 0:05:43- ..had been destroyed - at the front of her mouth.
0:05:44 > 0:05:49- The dentist worries that Melonie's - teeth will never be the same...
0:05:49 > 0:05:52- ..and that she could lose teeth - in the future.
0:05:53 > 0:05:57- She's lost a degree of the bone - from around these front teeth...
0:05:57 > 0:06:00- ..particularly - on the bottom left-hand side.
0:06:01 > 0:06:05- Hopefully, we can get her mouth back - into as good a condition as we can.
0:06:05 > 0:06:09- But she'll never regain that bone - and probably never regain that gum.
0:06:09 > 0:06:12- The dentist was so worried, - she encouraged Melonie...
0:06:13 > 0:06:17- ..to contact the authority which - regulates dentistry to complain.
0:06:17 > 0:06:19- The General Dental Council...
0:06:19 > 0:06:23- ..brought a case against - the salon owner, Jane Taylor.
0:06:23 > 0:06:27- She pleaded guilty to unlawfully - practising dentistry...
0:06:27 > 0:06:32- ..and had to pay a total - of 1,609 in compensation and costs.
0:06:32 > 0:06:35- I hope she won't do it - to anyone else.
0:06:35 > 0:06:40- I didn't want her to lose her job. - I just wanted her to stop.
0:06:42 > 0:06:46- I went to London to meet the General - Dental Council's Chief Prosecutor.
0:06:46 > 0:06:49- In 2013, - they won a case in the High Court...
0:06:49 > 0:06:51- ..which decided - that whitening teeth...
0:06:52 > 0:06:55- ..without appropriate qualifications - was an offence.
0:06:55 > 0:07:00- The High Court has ruled that tooth - whitening is an act of dentistry.
0:07:00 > 0:07:05- What that means is that anyone - who isn't a registered dentist...
0:07:05 > 0:07:11- ..dental hygienist, dental therapist - or clinical dental technician...
0:07:11 > 0:07:14- ..can't provide tooth whitening - legally.
0:07:14 > 0:07:18- Since then, they've prosecuted - almost 80 individuals or companies.
0:07:19 > 0:07:21- But they know that far more - are at it.
0:07:22 > 0:07:26- Last year, we sent out - almost 300 warning letters...
0:07:26 > 0:07:29- ..to people - that we had received information...
0:07:29 > 0:07:32- ..were providing - illegal tooth whitening.
0:07:32 > 0:07:36- Elen and Bethan are students - at the University of South Wales.
0:07:37 > 0:07:41- After seeing a Facebook advert for - two whitening treatments for 99...
0:07:41 > 0:07:44- ..the pair thought - it was a bargain too good to miss.
0:07:44 > 0:07:47- I just did it - because it was a good deal.
0:07:48 > 0:07:51- But you really wanted - to have your teeth done.
0:07:51 > 0:07:52- Yeah.
0:07:52 > 0:07:54- My teeth were yellow.
0:07:54 > 0:07:58- After arranging an appointment - on the social media website...
0:07:58 > 0:08:02- ..they got the address of the - woman's home in St Mellons, Cardiff.
0:08:03 > 0:08:05- I did think it was a bit dodgy...
0:08:05 > 0:08:10- ..but I just really wanted - white teeth, so I didn't care.
0:08:11 > 0:08:15- The gel and laser treatment - took an hour each.
0:08:15 > 0:08:17- Bethan went first.
0:08:17 > 0:08:23- When I had the treatment, you know - the shield that rugby players wear?
0:08:24 > 0:08:25- She filled it with gel.
0:08:26 > 0:08:28- A UV light or something...
0:08:28 > 0:08:32- ..just, I think, - went over your face.
0:08:33 > 0:08:37- Very soon, - Bethan felt pain in her mouth.
0:08:39 > 0:08:42- It really burned my gums.
0:08:42 > 0:08:46- I remember thinking whilst - I was receiving the treatment...
0:08:46 > 0:08:48- ..that it was hurting.
0:08:49 > 0:08:52- At the time, I just thought - it was what happened...
0:08:52 > 0:08:54- ..when you have your teeth whitened.
0:08:56 > 0:08:59- The pair say that the pain - lasted for almost two months.
0:09:00 > 0:09:04- But when they tried to contact - the woman responsible...
0:09:05 > 0:09:06- ..there was no sign of her.
0:09:07 > 0:09:11- When you look - at the messages we sent her...
0:09:11 > 0:09:13- ..before having the treatment...
0:09:13 > 0:09:18- ..our messages are still there - but hers aren't.
0:09:18 > 0:09:20- So there's no proof...
0:09:20 > 0:09:22- So there's no proof...- - ..that she spoke to us.
0:09:22 > 0:09:23- Nothing.
0:09:24 > 0:09:29- In part two, one of the women - takes us through the salon doors...
0:09:29 > 0:09:33- ..to see if they'd offer - to whiten our teeth illegally.
0:09:42 > 0:09:43- .
0:09:46 > 0:09:46- Subtitles
0:09:46 > 0:09:48- Subtitles- - Subtitles
0:09:53 > 0:09:56- Today, Dyfan Rees has come - to whiten his teeth...
0:09:56 > 0:09:59- ..at a dentist's in Cross Hands, - Carmarthenshire.
0:09:59 > 0:10:01- He got the same treatment - a year ago.
0:10:01 > 0:10:04- After his white smile started - to fade...
0:10:04 > 0:10:07- ..he's arranged another appointment.
0:10:08 > 0:10:10- Hi Dyfan, how are you? Are you OK?
0:10:10 > 0:10:13- Take a seat.
0:10:15 > 0:10:20- According to the law, dentists have - the right to use substances...
0:10:20 > 0:10:23- ..containing a maximum - of 6% hydrogen peroxide.
0:10:23 > 0:10:26- Substances sold over the counter...
0:10:26 > 0:10:30- ..can contain no more than - 0.1% of the chemical.
0:10:30 > 0:10:35- The first step is making sure - the patient knows the risks.
0:10:35 > 0:10:37- The risks of the treatment.
0:10:37 > 0:10:41- If they're happy, we move on by - taking impressions of their teeth.
0:10:43 > 0:10:47- We'll give your teeth a clean and - then show you how to use the kit.
0:10:51 > 0:10:54- Today's treatment will cost 275.
0:10:55 > 0:10:57- Cheaper treatments are available.
0:10:58 > 0:11:03- This dentist warns of being wary of - those who offer illegal treatment.
0:11:05 > 0:11:09- The General Dental Council does go - after people who do this illegally.
0:11:10 > 0:11:12- Trading standards do too.
0:11:12 > 0:11:17- But there are so many people - practicing illegally...
0:11:17 > 0:11:23- ..I don't think the authorities - have the resources to stop them all.
0:11:23 > 0:11:25- It's going to take time.
0:11:27 > 0:11:31- We've been looking into - how many places in Wales...
0:11:31 > 0:11:34- ..offer illegal teeth whitening - treatments.
0:11:34 > 0:11:36- Who better to do that work...
0:11:36 > 0:11:39- ..than someone - who's already had a bad experience.
0:11:40 > 0:11:43- The first place Bethan tries - is Euphoria Tanning in Cwmbran.
0:11:44 > 0:11:48- Last year, the owner, Tina Howarth - paid a fine and costs of 4,000...
0:11:49 > 0:11:52- ..after being caught offering - teeth-whitening treatments...
0:11:52 > 0:11:54- ..without dental credentials.
0:11:55 > 0:11:57- Bethan gets in touch with her - on Facebook.
0:11:58 > 0:12:02- Tina answers offering - a 40 teeth-whitening kit...
0:12:02 > 0:12:05- ..and a salon appointment.
0:12:08 > 0:12:13- So at 10.00am one morning, we're in - Cwmbran with our hidden cameras.
0:12:16 > 0:12:19- Tina Howarth organised - the appointment...
0:12:19 > 0:12:22- ..but when we arrive - she's nowhere to be seen.
0:12:22 > 0:12:24- We're welcomed by the manager.
0:12:34 > 0:12:39- She takes us behind the curtain to - talk about gel and laser treatment.
0:12:39 > 0:12:43- You need dental credentials - to give this kind of treatment.
0:12:44 > 0:12:48- Even though the manager isn't on the - General Dental Council's register...
0:12:48 > 0:12:50- ..she says she will do the work.
0:13:10 > 0:13:14- It's also illegal for her to - advise customers on the process.
0:13:14 > 0:13:17- That doesn't seem - to be a problem for her.
0:13:35 > 0:13:38- We have no intention of getting - this kind of treatment...
0:13:38 > 0:13:41- ..from someone lacking - dental credentials.
0:13:41 > 0:13:44- When Bethan doesn't want - to continue...
0:13:44 > 0:13:47- ..the manager insists - there's nothing to worry about.
0:14:04 > 0:14:08- We leave with footage proving - that she offers advice...
0:14:08 > 0:14:11- ..and is willing - to provide the treatment.
0:14:13 > 0:14:16- When we spoke to the salon's owner, - Tina Howarth...
0:14:16 > 0:14:20- ..she denied the salon provides - teeth-whitening treatments.
0:14:20 > 0:14:24- After we explained that we had - evidence on a secret camera...
0:14:24 > 0:14:28- ..she told us that's all they do is - provide this teeth-whitening pen...
0:14:28 > 0:14:30- ..for customers to use at home.
0:14:30 > 0:14:34- She said had the manager offered - a laser and gel treatment...
0:14:34 > 0:14:35- ..she'd have to be sacked.
0:14:36 > 0:14:40- For legal reasons, the General - Dental Council wouldn't comment...
0:14:40 > 0:14:43- ..on our evidence - from Euphoria Tanning.
0:14:43 > 0:14:45- They say that offering advice...
0:14:45 > 0:14:49- ..or showing an intent to provide - teeth-whitening treatments...
0:14:50 > 0:14:52- ..without credentials is illegal.
0:14:52 > 0:14:56- Anyone who provides advice as - to how a treatment might work...
0:14:56 > 0:15:01- ..what the contents of a product - would be, advice as to after care...
0:15:01 > 0:15:04- ..will in fact be providing advice - and attendance...
0:15:04 > 0:15:07- ..and that would be against the law.
0:15:07 > 0:15:08- In the last few years...
0:15:08 > 0:15:12- ..the GDC has prosecuted - some people who sell products...
0:15:12 > 0:15:14- ..by a company called Megawhite.
0:15:14 > 0:15:17- There is no hydrogen peroxide - in Megawhite's products.
0:15:17 > 0:15:19- It's legal to sell those in a salon.
0:15:20 > 0:15:22- But without dental credentials...
0:15:22 > 0:15:25- ..you may not provide the treatment - or advice to customers.
0:15:25 > 0:15:29- In Cardiff, Bethan - finds Alexandra Nicole's salon.
0:15:29 > 0:15:32- They offer Megawhite Blue Fusion - for 50.
0:15:35 > 0:15:38- Will this salon stick to the law?
0:15:42 > 0:15:43- Hello?
0:15:47 > 0:15:50- Alexandra - doesn't have dental credentials.
0:15:50 > 0:15:53- As such, she isn't qualified - to offer advice.
0:15:53 > 0:15:55- But she's about to do that.
0:16:09 > 0:16:11- The treatment happens at the salon.
0:16:11 > 0:16:15- She explains Bethan - will have to do the work herself.
0:16:27 > 0:16:31- To stick to the law, she isn't - supposed to touch the equipment.
0:16:38 > 0:16:39- When we're there...
0:16:39 > 0:16:43- ..Alexandra grabs the gum shield - to put it in Bethan's mouth.
0:16:51 > 0:16:55- Once again, Bethan says she's too - nervous to continue the treatment.
0:16:56 > 0:16:58- With evidence on camera, - she leaves the salon.
0:16:59 > 0:17:03- After we contacted Alexandra Nicole, - she sent us an email...
0:17:03 > 0:17:06- ..telling us she had a number - of qualifications.
0:17:06 > 0:17:08- She's a beauty therapist - who attended...
0:17:09 > 0:17:11- ..the London Academy - School Of Makeup...
0:17:11 > 0:17:13- ..and that she's a HD brow stylist.
0:17:13 > 0:17:18- She also said the Megawhite Fusion - product was totally safe and legal.
0:17:19 > 0:17:21- In her response, - Alexandra Nicole also said...
0:17:22 > 0:17:25- ..that it was legal for - a customer to use Megawhite...
0:17:26 > 0:17:30- ..without the presence, support - or dental advice of the proprietor.
0:17:30 > 0:17:33- When we were there, - she was present.
0:17:33 > 0:17:36- She appeared to give advice - and assistance.
0:17:36 > 0:17:41- We also spoke to a director of the - company Megawhite, Bryan Christie.
0:17:41 > 0:17:45- He said his clients all signed on - to terms and conditions.
0:17:45 > 0:17:47- They know - not to provide dental advice...
0:17:48 > 0:17:51- ..or place their hands - in the mouths of their customers.
0:17:51 > 0:17:54- He said there's no difference - between buying Megawhite...
0:17:55 > 0:17:58- ..at a salon or buying similar - treatments on the high street...
0:17:58 > 0:18:02- ..and that he provided an affordable - service to the public.
0:18:03 > 0:18:04- During her research...
0:18:04 > 0:18:08- ..Bethan comes across Pearly One - Laser Teeth Whitening's page.
0:18:08 > 0:18:13- It's Kelli Coleman's page. - She describes herself as a dentist.
0:18:13 > 0:18:16- Kelli Coleman isn't on - the GDC's register.
0:18:16 > 0:18:19- Bethan got in touch - with her on Facebook...
0:18:19 > 0:18:22- ..and was invited to Kelli's home - in Pontypridd...
0:18:22 > 0:18:24- ..for a whitening appointment.
0:18:25 > 0:18:28- In this case, there's no doubt - who's performing the treatment.
0:18:46 > 0:18:49- Before arriving, Bethan told her she - had sensitive teeth.
0:18:50 > 0:18:53- She asked if a gel without peroxide - would be better for her.
0:19:17 > 0:19:19- Even if Kelli was a dentist...
0:19:19 > 0:19:23- ..6% is the highest percentage - of hydrogen peroxide she could use.
0:19:23 > 0:19:26- She claims the stuff she has - is much stronger.
0:19:41 > 0:19:45- She also claims that she sponsors - the Miss Wales competition...
0:19:45 > 0:19:49- ..and that she's done the - work without trouble for years.
0:20:01 > 0:20:03- As she prepares to administer - the treatment...
0:20:04 > 0:20:07- ..she says the treatment she offers - is much better than dentists.
0:20:27 > 0:20:31- Once again, Bethan explains she's - too nervous to have the treatment.
0:20:31 > 0:20:33- According to Kelli, - she's safe in her hands.
0:20:51 > 0:20:53- When we contacted Kelli Coleman...
0:20:54 > 0:20:57- ..she said she hadn't done - any teeth-whitening treatments...
0:20:57 > 0:21:00- ..since the law changed - some years ago.
0:21:00 > 0:21:04- When we explained that one of our - journalists had been to her home...
0:21:04 > 0:21:08- ..in her presence after arranging - a teeth-whitening appointment...
0:21:08 > 0:21:12- ..she denied anyone had been - in her home for that purpose.
0:21:13 > 0:21:18- Dentist Aled Clement has offered - teeth whitening for seven years.
0:21:18 > 0:21:22- He worries people are placing - their dental health...
0:21:23 > 0:21:24- ..in the hands of amateurs.
0:21:25 > 0:21:28- It worries me and I'd imagine many - other dentists.
0:21:28 > 0:21:32- People who don't have formal - qualifications...
0:21:32 > 0:21:37- ..can advertise teeth-whitening - and carry out the treatment...
0:21:37 > 0:21:43- ..in their houses or a beauty salon - without proper qualifications.
0:21:43 > 0:21:46- It isn't safe and - is definitely illegal.
0:21:48 > 0:21:50- The General Dental Council say...
0:21:51 > 0:21:55- ..they will continue to prosecute - people who whiten teeth illegally...
0:21:55 > 0:21:58- ..to protect the public's health.
0:21:58 > 0:22:00- You don't know what you're getting.
0:22:00 > 0:22:02- You don't know - if it's going to work.
0:22:02 > 0:22:05- You don't know if it's going - to be safe.
0:22:05 > 0:22:08- And whoever is providing - this teeth whitening to you...
0:22:09 > 0:22:11- ..is willing to perform - an illegal act.
0:22:12 > 0:22:17- Melonie Bray suffered pain months - after illegal teeth whitening.
0:22:18 > 0:22:20- She now visits - the dentist regularly.
0:22:20 > 0:22:24- She regrets going - to a beauty salon for the treatment.
0:22:24 > 0:22:27- If they say it's OK, - you just assume it's OK.
0:22:29 > 0:22:32- I should have looked it up.
0:22:34 > 0:22:38- Bethan and Elen have suffered - lasting effects on their teeth...
0:22:39 > 0:22:42- ..after they visited a stranger's - house for treatment.
0:22:42 > 0:22:48- They have a message for anyone who - is attracted by an online bargain.
0:22:49 > 0:22:50- Don't do it.
0:22:50 > 0:22:51- Don't do it.- - No, don't.
0:22:54 > 0:23:00- What I would say is that if you want - whiter teeth, go to see the dentist.
0:23:02 > 0:23:03- Next week...
0:23:03 > 0:23:07- ..why Wales is amongst the slowest - in Europe for cancer diagnoses.
0:23:09 > 0:23:13- Last year, camera man Andrew Davies - died at the age of 52.
0:23:13 > 0:23:16- The cancer was in his body - for six years before being found.
0:23:17 > 0:23:21- Without a doubt, I think he'd be - here today living a healthy life...
0:23:21 > 0:23:23- ..if he'd had an early diagnosis.
0:23:24 > 0:23:27- Tales from cancer patients - next Tuesday on S4C.
0:23:43 > 0:23:45- S4C Subtitles by Testun Cyf.
0:23:45 > 0:23:45- .