5 On Your Side

Teeth whitening kiosks at the mall are not regulated

Posted May 21, 2008
Updated September 6, 2013

— New dental whitening kiosks are popping up at shopping malls. While they promise to whiten teeth for just $99, 5 on Your Side has found that the stands are not regulated.

A sign in front of the BleachBright stand at Crabtree Valley Mall advertises the treatment that uses a "patented blue light" to give the consumer whiter teeth in just 15 minutes. For Brian Runsick, the outcome was more complicated.

“My gums were so sensitive that I couldn't brush my teeth whatsoever. The bottom teeth, the gums bled uncontrollably. I could hardly eat anything but mush,” Runsick said.

Runsick had his teeth whitened at a BleachBright kiosk in Crabtree Valley Mall.

“I'd been thinking about doing it at the dental office, but the cost was $300 to $500. This was $99,” Runsick said.

With employees dressed in uniform-like “scrubs,” Runsick assumed they were dental professionals and sat down for treatment. Everything was fine until about five days later when, while on a cruise, his gums became sore.

Runsick sought relief from a dentist in Mexico. He needed antibiotics. He eventually complained to North Carolina's Board of Dental Examiners.

Board leaders told WRAL that the way they see it BleachBright and similar businesses practice dentistry without a license. State law says anyone who "removes stains" from teeth is practicing dentistry.

The board filed law suits against two similar businesses and sent a "cease and desist" letter telling BleachBright to stop operations, but it's still open. The next step for the Board would be a lawsuit.

BleachBright Owner Joe Willett told WRAL he believes some dentists simply don't want him taking their business. He contends he is not practicing dentistry because the entire process is "self-administered."

Five on Your Side sent WRAL employees with a hidden camera to see the process. During the visit, the BleachBright employee was clear; she does not actually do the whitening. The employee instructed the WRAL employee on the process, which has the consumer place the tray filled with whitening solution in their mouth. The BleachBright employee just adjusts the light to hit the teeth. The consumer pulls out the tray and throws it away.

With consumers doing the actual process, these businesses say they are operating within the law.

“If they actually put the tray into the person's mouth, it would be considered a dental procedure, so I think they're trying to get around that by doing that,” said Dr. Rebecca King, head of the state’s Division of Oral Health

King wants consumers to understand, no government agency oversees these teeth whitening businesses.

“These are not regulated and I think the bottom line is buyer beware,” King said.

North Carolina's Dental Society wants regulation.

“It's not quite as easy as just paint the solution on there, turn the light on, wait a little while and then everything is gonna be okay,” said Dr. Alec Parker, director of the society.

Parker has several concerns about the kiosks: the risk of infection since there is no running water to wash hands and equipment, that employees don't have appropriate training and finally, their inability to provide follow-up care if there's a problem.

Willett said he has many satisfied customers. WRAL spoke with one on Tuesday, who loved the results and had no problems.


This story is closed for comments.

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  • sickofstupidpeople May 23, 2008

    Claudnc, It's been almost 2 months and they still look good. I do however have to keep them up with other things like white strips. But, the instant results were impressive. I'll probably do it again after 3 months because I do drink alot of dark sodas, etc. The only thing though is I checked with the one at Triangle Town, and please correct me if I'm wrong, I believe the percentage of peroxide was 16%. The one in Miami was 26%. My gums and teeth were just a little sensitive for about 24-48 hours, but that's it. White strips also make them sensitive. Also, as far as the embarassment factor, I'm one of those people that couldn't give a rat's rear end less what other people think about me. The ones who walk by and laugh only wish they could either afford it, or have a white smile. Plus they're probably just not hapy with themselves anyway. If your teeth are already yellow it will take more than one application, if they are closer to a white shade then they'll be even whiter.

  • lyndanra May 23, 2008

    First off, a little kiosk outside the food court in a MALL is gross (Triangle Town Center). And why not try crest whitestrips. They worked wonders for me. They're also cheaper than the creepy mall booth.

  • Kim209 May 23, 2008

    I would never do this!!!!

  • pwilliamson53 May 22, 2008

    Cheap isn't always the best way out! Think about it! With no sanitation and regulations, you're headed for trouble. Why put yourself in harms way when there are licensed people to do the job? You pay for what you get, but health is alot more important than the cheapest way out.

  • Mo May 22, 2008

    Maybe I could take someone through a self administered face lift and not be a 'practicing' doctor.

  • DrJ May 22, 2008

    Folks, you simply cannot get any lasting benefit from a 15 minute bleaching procedure. With a few days, you'll be lucky to have retained any of it. If you just want to donate $99 to those people, by all means, do it. But don't waste 15 minutes of your life that you can't ever get back.

  • PaulRevere May 22, 2008

    A kiosk in a mall? Use common sense, people!

  • seeingthru May 22, 2008

    I do not understand this craze for ultra white teeth! Naturally white teeth are inherently weaker than normal more cream colored teeth. Add these ghastly veneers etc and you have a mouth that looks like its full of piano keys. Veneers etc are great for correcting dental probs like staining, enamel loss etc , but to be so teeth vain is pure silly and if folks think it's so important that they have to have it done--and yes there are health risks, well it smacks of superficiality to me so there.

  • 1 of the original Americans May 22, 2008


    Yes please give me the name!!!!

  • BeachBum08 May 22, 2008

    There is one at the Independence mall in wilimington as well. well it was there about 3 weeks ago anyways. I think ill stick to my crest whitestrips