teeth whitening

Watch for this teeth-whitening scam
Consumers who thought they were signing up for a "free trial" of teeth whitening products are being repeatedly billed for services they did not want, says the Better Business Bureau, which has been deluged with complaints around the country.

The ads promising a whiter, brighter smile can be found on Web sites such as foxnews.com, CNN.com and abcnews.com, according to the BBB. They typically link consumers to phony blogs and fake news sites designed to look like impartial third-party endorsements of the products, BBB officials said.

For example, this site says "as seen on ABC, CBS News, CNN, USA Today and Forbes," and uses the trademarked logos. "While ads may have been placed on major news Web sites, reporters for USA Today or CNN did not write stories about the efficacy of the specific products sold," said Steve Bernas, president and CEO of the BBB serving Chicago and Northern Illinois.

Generally, the offer is a “no-risk, money-back guarantee” that includes a free trial. But Schaumburg’s William Truscott, 59, discovered the trial starts the minute you order the product, not when you receive it.

Truscott, an engineer with Motorola, had three days—not two weeks—to try his product before his credit card was automatically billed $88.

He contacted the BBB and filed a complaint against Advanced Wellness Research, a company that has also received thousands of complaints about its Acai berry supplements.

Other consumers have discovered mystery charges for services they didn't know were included when they signed up for their trials, the BBB said.

“I ordered the free sample by phone for what was supposed to be $1.99. I was billed for around $78 that I never expected,” said Ann Thoele of Elmhurst. Thoele, who filed complaints with BBB, the attorney general’s office and her credit card company. “I really don’t intend to pay.”

According to the BBB, several companies are behind the teeth whitening ads and Web sites including the following:

Advanced Wellness Research. The BBB serving West Palm Beach has received thousands of complaints from consumers regarding Advanced Wellness Research’s acai berry supplements and has begun to receive complaints from consumers about teeth whiteners sold under the names of Max White, My Whitening, Gleaming White Smile and many others.

Dazzle White, White Smile, Teeth Smile and Dazzle Smile. The BBB serving Edmonton has received 587 complaints in the last 12 months from consumers in 47 states, five Canadian provinces, and the United Kingdom. Complainants report being billed as much as $79 for the free trial and are charged for several other services—such as a weight loss program.

Ivory White. The BBB serving Denver has received 625 complaints from consumers in 46 states. Complainants say they were charged as much as $78 a month for their free trial. Related companies include Ortho White and Bella Brite which are accumulating complaints as well. All three companies have been asked to add more disclosure to their Web sites regarding the free trial offer. The BBB has not yet received a response to these requests.

To protect yourself, stay clear of supposed third-party endorsements. Be extremely cautious of any ad that links to a blog or Web site news articles and always read the fine print. Most Web sites don't disclose billing terms and conditions or they make them hard to find.

Before giving the company any credit or debit card information, review the Web site fully and be aware that free trials typically result in repeated billing. Finally, you can check out the company with the BBB before ordering a product, or file a complaint if you feel you've been ripped off.