# How do I make a teeth whitening promo video without overpromising?

Canonical page: https://www.veedio.co/for/dentists/teeth-whitening-promo-video
Updated: 2026-10-30

A compliant whitening promo explains the options you offer (in-office, take-home trays or both), who they suit, that a check-up comes first, and the offer with its exact terms, in about 30 seconds. Leave out before-and-after results, numbers of shades and words like 'permanent' or 'painless'. Say results vary by patient and that some people get temporary sensitivity, and state any discount against a genuine regular price.

Key facts:
- The FTC says testimonials or results more dramatic than people can generally expect are likely deceptive, and 'results not typical' does not fix that.
- Under the FTC's pricing guides, a 'was' price must be one the item was openly and actively offered at, in good faith, for a reasonably substantial period (16 CFR 233.1).
- In the UK, the GDC's position is that whitening products above 6% hydrogen peroxide may not be supplied or used for cosmetic purposes, and products from 0.1% to 6% go through dental professionals only.
- The GDC also tells UK professionals to state on social media that treatment may not suit every patient and depends on assessment.
- A three-scene Veedio short in stills costs 9 credits; five scenes cost 13.

## Teeth whitening promo script (30 seconds)

Runtime: about 30 seconds.

**Scene 1**
- Voiceover: Thinking about whitening before the holidays? Here's how it works at Maple Dental.
- Visual: Soft 3D render of a bright, minimal dental studio with a window, a small potted plant and an empty chair, clean whites and pale blues.
- On screen: Teeth whitening at [Practice]

**Scene 2**
- Voiceover: First, a quick check-up, so we know whitening is right for your teeth and gums.
- Visual: 3D dental mirror and a small light resting on a tray beside a simple model of a row of teeth, gentle lighting.
- On screen: Check-up first

**Scene 3**
- Voiceover: Then choose in-office whitening in one visit, or custom take-home trays you wear at your own pace.
- Visual: Split 3D scene: a treatment chair with a soft blue light on one side, a clear custom tray in a small case on the other.
- On screen: In-office · take-home trays

**Scene 4**
- Voiceover: Results vary from person to person, and some people feel short-term sensitivity. We'll talk you through both.
- Visual: 3D row of teeth with a gentle, even brightness increase, no dramatic contrast, neutral background.
- On screen: Results vary · sensitivity can happen

**Scene 5**
- Voiceover: Book a whitening consult by [end date] and take-home trays are [offer]. Terms on our website.
- Visual: Clean end card with practice name, offer line, end date and booking link on a soft neutral background.
- On screen: [Offer] · until [end date] · terms apply

## Claim audit: what to say, and what to cut

General guidance from the FTC and GDC sources below. Your state board or regulator may be stricter; check with them or your counsel.

| Claim | Verdict | Why | Say instead |
| --- | --- | --- | --- |
| 'Up to [x] shades whiter' | Cut unless you can substantiate it for typical patients | A number reads as an expected result | 'Results vary from person to person' |
| Before-and-after photos | Cut from social promos | One striking result implies it is typical; using a patient's photo needs written HIPAA authorization | Show the options and the process in 3D |
| 'Permanent' or 'lasts forever' | Cut | Whitening fades with time and diet | 'We'll explain how to look after your results' |
| 'Painless' or 'no sensitivity' | Cut | Some patients feel temporary sensitivity | 'Some people feel short-term sensitivity' |
| 'Safe for everyone' | Cut | Suitability depends on an exam; UK rules restrict whitening for under-18s | 'A check-up first, so we know it suits you' |
| 'Half price, was [price]' | Only if the was price is genuine | 16 CFR 233.1: the former price must be a real, recent asking price | State the regular price you actually charge |
| 'Dentist-supervised' | Fine if true | It is a factual description of your service | Keep it |

## Offer terms to put in the caption (and the website)

- What exactly is included: consult, trays, gel refills, follow-up visit.
- Who qualifies: new and existing patients, age limits, and that a check-up comes first.
- The start and end date, written as dates rather than 'this month only'.
- Whether it combines with insurance, membership plans or other offers. Whitening is usually cosmetic and often not covered; say so if that applies.
- The regular price, if you state a discount, and that it is the price you actually charge.
- A line that treatment depends on assessment and results vary.

> **Warning:** Whitening is cosmetic, but it is still a health claim. Avoid before-and-after results, shade numbers you cannot support, and absolute words like 'permanent', 'painless' or 'safe for everyone'. Never use a patient's photo without signed HIPAA authorization. UK practices: under the GDC's position, cosmetic whitening may only be provided by registered dental professionals within the legal concentration limits, and not for under-18s except to treat or prevent disease. Check with your board, the GDC or counsel; this is not legal advice.

## Alternative openings that stay honest

- In-office or take-home whitening? Here's the difference in thirty seconds.
- Wedding or event coming up? Here's how whitening at [Practice] works and how long it takes.
- Why we check your teeth before whitening them.
- What to expect from professional whitening, including the sensitivity part.
- Whitening trays made for your teeth, from your [Practice] check-up.

## Adapting the promo

- Wedding season or the end of the year: lead with timing ('allow a few weeks for take-home trays') rather than with results.
- No offer running: drop the last line's offer and close on 'Ask about whitening at your next check-up'. It is still a useful post.
- Take-home only: cut the split scene and spend the time on how trays are made from a scan or impression.
- Paid ads: keep the 'results vary' line in the video itself, not only in the caption, because many viewers never open the caption.
- Spanish or French market: render in that language and keep the offer terms identical in both captions.
- Visual style: 3D render keeps it clearly illustrative. Avoid photorealistic smiling faces, which viewers can mistake for real patients.

## FAQ

### Can a dentist post teeth whitening before-and-after photos?

It depends on your board or regulator, and a patient's photo needs their signed HIPAA authorization in the US. Even where allowed, the FTC treats unusually dramatic results as implying they are typical. For social promos, the safer choice is to explain the options and say results vary.

### Can I say 'up to eight shades whiter'?

Only if you can substantiate that the result is what patients can generally expect, not just the best case. Most practices drop shade numbers from social promos and talk about the process instead.

### How do I advertise a whitening discount correctly?

Compare against the regular price you have genuinely charged for a meaningful period (the FTC's 16 CFR 233.1), give the end date, and say what is included. In the UK, the CMA's unfair commercial practices guidance applies to pricing claims.

### Do I need to mention sensitivity?

It is honest and builds trust, because many patients have heard about it. A short 'some people feel short-term sensitivity, we'll talk you through it' covers it without alarming anyone.

### Can hygienists or the front desk appear in the promo?

Yes, with their consent, but staff should not present themselves as ordinary patients giving a review. If a staff member talks about their own whitening, the relationship must be clear.

### What does a whitening promo cost on Veedio?

The five-scene script above costs 13 credits in stills, or 68 with AI motion in every scene. Every full video needs a paid plan, from Starter at $19/mo, and there is no watermark on any paid plan.

## Sources

- [FTC: Health Products Compliance Guidance](https://www.ftc.gov/business-guidance/resources/health-products-compliance-guidance) (checked 2026-10-30)
- [16 CFR Part 233, Guides Against Deceptive Pricing (eCFR)](https://www.ecfr.gov/current/title-16/chapter-I/subchapter-B/part-233) (checked 2026-10-30)
- [GDC: Tooth whitening position statement](https://www.gdc-uk.org/docs/default-source/what-is-the-legal-position/tooth-whitening-position-statement.pdf) (checked 2026-10-30)
- [GDC: Guidance on advertising](https://www.gdc-uk.org/standards-guidance/standards-and-guidance/gdc-guidance-for-dental-professionals/guidance-on-advertising) (checked 2026-10-30)
- [HHS: HIPAA Privacy Rule, Marketing](https://www.hhs.gov/hipaa/for-professionals/privacy/guidance/marketing/index.html) (checked 2026-10-30)
- [CMA: Unfair commercial practices (CMA207)](https://www.gov.uk/government/publications/unfair-commercial-practices-cma207) (checked 2026-10-30)

Make it with Veedio: https://www.veedio.co/tools/dental-video-marketing