Closer Still Media Ltd, organisers of the Dentistry Show, are under great pressure from the dental profession and legitimate dental companies over their stance in having what appears to be an illegal whitening company exhibit to the profession at the show, this week at NEC, Birmingham.
MegaWhite, who also trade as Dentawhite, are based in Scotland, sharing several addresses, and do not have any dentists or dental registrants as part of their business. Chris Brown of Closer Still said; "We looked into Megawhite and have been reassured that their presence is solely to meet and explain to dental professionals their whitening solutions for in-practice use by registered dental professionals".
Beverley Carlyle, the founder of the "Stamp Out Illegal Whitening" Facebook
group said "I think its disgusting, I've had many run ins with their sister company Dentawhite and the way they openly run dental practices and dentists down to their clients, grates with me. How they have the nerve to stand at the Dentistry show and hide their contempt behind (illegally whitened) smiles is beyond me. Its a pity this news hadn't been out there sooner as I'm sure many wouldn't wish to be associated with them."
Some dentists called for a boycott of this event, others felt it would be best to confront the company and protest at their business practices. On the GDPUK forum, members raised their points both in favour and against a boycott of the show. Other dentists wondered if this company will be taken to task by the GDC at the show?
Linda Greenwall, President of the British Dental Bleaching Society said "it is unbelievable this was allowed". The BDBS, a membership organisation which educates dentists about tooth whitening have a stand at the Dentistry Show provided at no cost. BDBS welcome dental visitors to their stand to discuss the issues of illegal tooth whitening further.
GDPUK opinion is that if this illegal whitening company has the brass neck to appear and exhibit, they deserve all the vitriol they will receive for their illegal practice, and for putting it under the noses of the profession. GDPUK also hopes the show organisers will learn a lesson from this for the future. In addition, GDPUK hopes that the dental companies who research, test, produce and supply materials for dentists to carry out whitening procedures within the law will also put pressure on the exhibition organisers to ensure this debacle does not re-occur.
On 27th February, Chris Brown, Director, The Dentistry Show, CloserStill Media. issued the following statement:
“The Dentistry Show team has listened carefully to the concerns raised by the profession around the subject of teeth whitening services. We have taken seriously every opinion voiced and sought independent advice from clinical and legal experts, as well as respected dental professionals and dental organisations.
“Concerns have been prompted by the presence at the Show of a company called Dentawhite Ltd, which is exhibiting the Megawhite teeth whitening product. Following extensive dialogue with Dentawhite we were entirely satisfied that their product was completely legal, compliant and safe. On this basis alone there was no reason for the Megawhite product to be excluded from the Show.
“However, given the wider complex issues surrounding the validity of teeth whitening practice outside of the dental profession, The Dentistry Show and Dentawhite have agreed that it would not be in the best interests of the profession if they continued with their presence at this year’s event. Therefore, Dentawhite has withdrawn from The Dentistry Show 2013.
“The Dentistry Show is, and always will be, committed to the good of the profession, providing the highest quality education for the whole dental team.”
– Chris Brown