A new tooth-whitening service in Winnipeg is prompting calls of buyer beware from the Manitoba Dental Association (MDA).

Pearly Whites recently opened its first city location on Portage Avenue near downtown Winnipeg. The company, part of a Peterborough, Ont.-based chain called Brite Impressions, offers clients whiter teeth at a fraction of the price dentists charge for performing the service.

Depending on the type of treatment and products used, the price difference can range from a few hundred dollars to nearly $1,000.

'You could have pain or treatment needs that weren't there beforehand … because of the whitening procedure.'—Dr. Joel Antel, Manitoba Dental Association

The business is able to keep operating costs down because they don't employ people with dental training. Employees attend a two-day session on how to perform the cosmetic treatment.

Dr. Joel Antel of the MDA said that should give people pause. Antel said he worries the Pearly Whites' treatment could hurt people if there's no qualified dentist or hygienist involved.

"You could have pain or treatment needs that weren't there beforehand … because of the whitening procedure," Antel said.

Don Friedlander, president of the Canadian Dental Association, said teeth bleaching should be done only by dental professionals.

'This is a cosmetic treatment, not a dental treatment … I guess it's just a money thing for dentists.'—Donna Caruso, Pearly Whites storeowner

"I think there are contraindications to bleaching that it would be worthwhile to have your dentist check and those include various gum problems — tooth decay, exposed roots — and these are all things that I don't think someone who's in one of these bleaching clinics is able or qualified to check," he said.

But Donna Caruso, who owns a Pearly Whites store in Ontario, said dentists are just trying to protect a profitable sector of their own businesses.

"This is a cosmetic treatment, not a dental treatment … I guess it's just a money thing for dentists," Caruso said.

The company said their service is similar to a home tooth-whitening treatment, but less time-consuming.

However, Antel said higher charges for whitening services from a dentist should give people confidence that they're in good hands.

"If they're charging you more because there is a service associated with it, then the issue arises in that, 'is the person qualified to give you that service correctly?'" he said.