P&G challenges EU teeth whitening regulation

During a recent briefing in New York, group president of global oral care, Charles Pierce revealed the brand’s goal to expand its tooth-whitening range already present in the US, China and Brazil onto the European markets, despite current regulation banning such products being available through normal retail outlets.

“People would appreciate the benefit of having easy access to products like that​,” he told news publication, The Financial Times.

Pushing to ease restrictions… ​

Currently, stick-on strips and mouthwashes that whiten the teeth exceeds EU limits on bleach in dental goods available to the consumer and it is in this area P&G are hoping Brussels will ease up on the restrictions.

To date, the regulations state that products in which the bleach, or hydrogen peroxide, content is between 0.1 per cent and 6 per cent can only be offered by dentists, whilst products that are more than 6 per cent bleach are outright banned.

P&G’s Crest Whitestrips – which have been available in the US since 2001 – contain between 6 and 10 per cent hydrogen peroxide, while its 3D White mouthwash is 1.5 per cent hydrogen peroxide.

“We are in discussions with them. We share all the data on product safety. In our view there [are] not any concerns at all​,” the executive told the publication.

P&G accounts its teeth whitening products for 5 to 6 per cent of the $35bn market in consumer dental products.

SCS opinion​

According to the SCS; "Because of the increasing risks of acute and long-term effects, tooth-whitening products containing greater than 6.0 per cent hydrogen peroxide are not considered safe for use by the consumer​."

The EU’s rules on teeth whitening came into force in October 2012 and were based on the conclusions of a committee of scientists who said that products with more than 6 per cent bleach “are not considered safe for use by the consumer​”.