HPRA issues safety warning to consumers on teeth whitening products

James Cox

The Health Products Regulatory Authority (HPRA) is warning consumers to exercise caution when purchasing teeth whitening products, following new figures which show that illegal and potentially unsafe products, containing high levels of hydrogen peroxide, are entering the Irish market through online sales.

Due to potential harmful side effects from hydrogen peroxide, the HPRA advises consumers to consult a dentist before considering teeth whitening - especially if they have existing dental or medical conditions.

The HPRA states that in 2025, it detained 6,849 units of teeth whitening products and was involved in removing 105 website URLs connected to the sale and supply of non-EU compliant teeth whitening products. These products, typically sold as strips or gels, are often marketed online, including through social media platforms.

Hydrogen peroxide is the active bleaching ingredient used in teeth whitening kits and gels. While effective, it is tightly regulated in the EU to protect consumer health.

Higher concentrations of hydrogen peroxide in teeth-whitening products are associated with an increased risk of adverse effects. A common side effect of teeth whitening is sensitivity; however, hydrogen peroxide may cause inflammation, pain, gum irritation and chemical burns when concentrations are too high.

Lisa Byrne, cosmetic product manager at the HPRA, explained: “Millions of teeth whitening kits have been sold across the world to consumers looking to brighten their smiles.

"However, we have noticed an increase in the number of teeth whitening products - being sold directly to consumers online - containing hydrogen peroxide levels far above the legal EU limit, sometimes as high as 15 per cent to 40 per cent, well above the EU permissible limit of 6%. High levels of hydrogen peroxide, without appropriate dental supervision, may cause chemical burns to the gums, tooth sensitivity, damage to dental restorations as well as increasing the risk of long-term oral health complications."

“Consumer safety is our priority. Always consult a dental professional before using hydrogen peroxide for teeth whitening, especially if you have pre-existing dental or medical conditions. Always check labels carefully, avoid unregulated online sellers, and seek advice from qualified healthcare professionals," she added.