A recent report highlighting dodgy teeth whitening companies may encourage people in London to seek a professional cosmetic dentist.
The Better Business Bureau has received a number of complaints from customers who believed they were signing up for a free teeth whitening trial.
Adverts for such schemes have been found on a number of news providers’ websites.
In order to sign up for an allegedly complimentary trial, consumers had to give details of their credit or debit card.
Many were then charged before the free run had finished, or had been continually billed when they had cancelled the subscription.
Steve Cox, president and chief executive officer of the Council of Better Business Bureaus, stated: "Many consumers are unfortunately letting their trust in respected news outlets influence their level of trust in the products being advertised on their websites."
People living in London may be encouraged by the news to find a professional cosmetic dentist who can carry out the procedure safely.