Beauty salons are not qualified to carry out teeth whitening procedures and anyone looking to have this treatment should visit a qualified dentist, it has been argued.
Karen Coates, dental advisor for the British Dental Health Foundation, said it is important to remember that teeth whitening is a medical procedure and it should only be carried out by a qualified professional.
She commented: "They do not have the clinical knowledge to assess the patient before they carry out the treatment because not everybody is suitable for tooth whitening."
For instance, Ms Coates noted someone who has a lot of sensitivity or enamel erosion may not be suitable for the treatment.
According to a survey by Align Technology, makers of Invisalign braces, 46 per cent of people feel embarrassed about their teeth.
In addition, 60 per cent of people agree straight, even teeth make for a great smile, while 32 per cent are most likely to notice their smile first when meeting a potential partner.