Cosmetic dentistry treatments, such as tooth whitening, should only be conducted by a trained professional.
Simon Dunn, a dentist in the Bristol area, told JackFM that an increasing number of outlets are offering the service.
However, many of these are beauticians and hairdressers who may not be properly qualified to conduct the cosmetic dentistry treatment.
Mr Dunn commented: "Legally, only dentists or trained professionals can do this. There's only one licensed chemical product for this - carbamide peroxide - which breaks down and releases hydrogen peroxide and there's a certain level that this can be used at. Anything above that, could be very, very damaging."
He added that there is a huge amount of advertising around for tooth whitening, with magazines and beauty outlets all pushing the procedure.
However, this contravenes the Dental Act, Mr Dunn explained, noting that "only a dentist or dental professionals like a hygienist can perform any kind of treatment on teeth".