Hartlepool, UK -- (SBWIRE) -- 02/26/2015 -- Online retailer WhiteTeethWhiteningKits.co.uk has released a statement, detailing their products' full compliance with EU guidelines regarding teeth whitening products.

Teeth whitening is the most popular cosmetic dentistry service in the world, and roughly 25 per cent of all adults in the UK have already undergone some type of teeth whitening surgery. Professional teeth whitening services are gaining more competition from kits that are designed for home use. Many people prefer the idea of whitening their teeth at home, particularly because at-home kits are much more affordable than professional products.

In recent years, the growing demand for at home teeth whitening solutions has led to a dramatic increase in the number of kits available on the market. Up until 2012, there were no EU regulations regarding the strength of ingredients that could be used in products, and as a result, many manufacturers were putting dangerously high levels of cheap whitening agents in their products. This led to numerous consumer complaints regarding teeth sensitivity and damage to the dental enamel.

As a result of public outcry, the EU instituted new policies regarding the use of hydrogen peroxide in teeth whitening products. The policies went into effect on 31 October 2012. Under the guidelines, teeth whitening gels for home use can only contain .1 per cent hydrogen peroxide.

WhiteTeethWhiteningKits.co.uk has formally issued a statement regarding their compliance with EU policies. It reads:

"White Teeth Whitening Kits only offers products with .16 per cent sodium perborate. There has been some confusion amongst customers about what this implies. During treatments, sodium perborate converts to less than .1 per cent hydrogen peroxide, exceeding the guidelines put in place by the EU. Our company proactively moved to selling teeth whitening gel with less than .1 per cent hydrogen peroxide prior to the EU ruling, and we will continue to only offer safe, effective teeth whitening products for customers in the future."

For more information about WhiteTeethWhiteningKits.co.uk or the EU compliant teeth whitening kits sold by the retailer, please call 07972 851625 or email sharron@whiteteethwhiteningkits.co.uk.