The desire for a bright white Hollywood style is driving some people to bleach their teeth to unnatural shades, according to dental experts.
Dr Kimberly Harms, a consumer advisor for the American Dental Association, told dailybreeze.com that many people now want teeth that are whiter than the normal color scale that dentists have traditionally used.
Those in the profession have dubbed the trend "bleachorexia" and report increasing numbers of patients coming to them with unrealistic expectations of just how bright their smile can be.
The publication spoke to Dr Kevin Frawley from Beverly Hill Dentistry, who said: "People think there is no such thing as too white but if someone smiles at you and it looks like their teeth are going to jump out at you in the dark, that's probably too white."
In addition to the aesthetic aspect, over-bleaching can be damaging to teeth. The American Dental Association warns that it can cause tooth sensitivity and gum inflammation, as well as damage to enamel.
Recently, concerns were also raised in the media about the growing number of bleaching booths in malls across the US, which are not subject to the same guidelines as professional dentists.
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