Teeth whitening treatment has been named the fastest growing cosmetic industry by dental experts.
Statistics from the Association of Cosmetic Tooth Whitening reveal that the popularity of the procedure has risen ten per cent year on year, the Press and Journal reports.
Dental professionals have noted a significant shift in the numbers of people attending appointments for cosmetic reasons as opposed to medical in recent years.
This comes after the General Dental Council called for tougher regulations for unqualified practitioners performing tooth whitening procedures.
Cosmetic dentist Dr Jonathan Wu said: "A good dentist will find out how white you'd like your teeth and then check the health of your teeth and gums, so potential problems can be predicted."
National Smile Month, which got underway yesterday (May 15th), aims to educate people about the importance of good oral hygiene.
The scheme, which runs until June 15th, offers advice on healthy eating and effective methods of tooth care to people who are conscious about their smile. 