In most cases, the natural colour of teeth is within a range of light greyish-yellow shades. Teeth naturally darken with age and their appearance can be affected by the accumulation of surface stains acquired from the use of tobacco products and the consumption of certain foods or drinks.

In addition, the perception of the colour of teeth is severely affected by skin tone and make-up. Independent of the real colour of their teeth, people with darker skin or who use dark makeup will look like they have brighter teeth.

Although teeth are not naturally meant to be completely white, many Canadians want a brighter smile. Responding to this desire, a wide range of “whitening” options has become available to consumers. These products fall into two main categories: surface whiteners and bleaches.

It should be noted that claims related to tooth whitening are seen as cosmetic in nature by Health Canada. These claims must be accurate, so as not to mislead the public. However, the regulator tolerates some puffery or exaggeration. As a consequence, the results of whitening treatment may not be as convincing as consumers originally expected when comparing to manufacturer claims.