Better Business Bureau warns about teeth whitener scams

Earlier this year, we warned you about Celebrity Sexy Teeth, a teeth whitening product that entices consumers with fake endorsements, phony reviews and a "free" trial. Consumers who took the bait were surprised to find huge charges on their credit card (required to get the "free" sample) and left with an ineffective product that looked like a tube of Wite-Out. The people behind Celebrity Sexy Teeth are still at it, and this time the Better Business Bureau is on the case.

Celebrity Sexy Teeth was exposed by ConsumerSearch and watchdog sites TeethWhiteningReviews.com and ComplaintsBoard.com. But the Colorado-based company behind this product hasn't given up, now pushing tooth whiteners called Ivory White, Bella Bright and Ortho White. And like the Celebrity Sexy Teeth website, the new sites are full of phony testimonials and fake endorsements. The Better Business Bureau has received more than 600 complaints about these products, with some saying they were charged as much as $78 after thinking they were getting a free sample.

Other products to avoid include Dazzle White, White Smile, Teeth Smile and Dazzle Smile -- all online products that have racked up more than 450 complaints to the Better Business Bureau. So far, none of the sites have responded to inquiries from the Better Business Bureau. All of these sites sign you up for what's called a "continuity program" whereby you get automatic shipments and automatic billing after your "free" trial. However, sites bury this information on their sites (or don't tell you at all), and give you as little as eight days to cancel before being charged. Our advice?

• Don't buy teeth whiteners from their websites. Plenty of good products are available at the drugstore, or through reputable online stores like Drugstore.com.
• Check the fine print. Celebrity Sexy Teeth is now better about telling consumers they'll be signed up for an automatic shipment program, but other sites aren't up-front at all. Bella Brite, for example, buries this info on an obscure page and only gives you eight days from your order to cancel without being socked with a $78 monthly charge.
• Watch your credit card like a hawk. If you've already ponied up your credit card info, alert your issuer about fraudulent charges right away.
• Report issues to the Better Business Bureau. Lots of consumer complaints are the only way to put these companies out of business. In addition, check BBB.org before you fork over your credit card details.

Not all teeth whitening products are frauds. See our report on teeth whitening for legitimate and effective products from well known companies.