[Hemmer:] In medical news today, a bright smile can make you look like a million bucks. And Americans are now spending billions to keep their pearly whites. But as Dr. Sanjay Gupta tells us today, when it comes to teeth whitening, you can go too far. Here's Sanjay.
[Unidentified Female:] Whiter teeth after just three days, full results in seven.
[Dr. Sanjay Gupta, Cnn Medical Correspondent:] TV commercials and magazine ads promise sparkling white smiles. And who doesn't want that. But for some, teeth whitening has become an obsession.
[Jessica Neff, Teeth Whitening "junkie":] I tried the Tray and Gel and Systems in Office. I've done the Rembrandt gel and toothpaste. I've done the Crest white strips. I just tried the new Oral-B White Strips, and the paint-on brush that you use.
[Gupta:] And fueling Jessica's fascination with teeth whitening, shows like "The Swan" and "Extreme Makeover." And of course the desire to make a dazzling first impression. She is part after growing numbers of consumers referred to as teeth-whitening junkies, people who excessively bleach.
[Dr. Jonathan Levine, Aesthetic Dentist:] The manufacturer says use it for two weeks, morning and night, twice a day, or 10 days every day. That doesn't mean doubling up on it and use it for three months.
[Gupta:] Once a treatment that was only administered by dentist, cheap and easy at-home products have transformed it into a relatively safe and effective beauty regimen for millions of Americans. [on camera]: But abusing these products might be harmful, causing gum irritation, oversensitivity, and in some cases irreversible damage.
[Levine:] You're breaking down the structural integrity of the tooth. These people will be prone to fractures, and they're going to need some type of long-term restorations to restore the tooth that the whitening broke down from the inside.
[Gupta:] Ironically, excessive bleaching can turn pearly whites into an unnatural translucent blue. Some simple guidelines can help to avoid this permanent damage from at-home whitening. Follow the directions, especially length and frequency of use. Use concentrations lower than 7 percent hydrogen peroxide. Look for hydrogen peroxide instead of carbamide peroxide ingredients. Steer clear of online products, which are mainly unregulated by the FDA, and of course talk to your dentist before starting any whitening regimen. As far as Jessica goes, she's still obsessed with white teeth, but she does check with her dentist regularly. and together they keep that smile sparkling. Dr. Sanjay Gupta, CNN, Atlanta.
[Hemmer:] According to the American Academy of Cosmetic Dentistry, tooth whitening is the most requested cosmetic dental procedure in the country, spending billions on it, too Soledad.
[O'brien:] Still to come, you've heard of couch potatoes, but what's a mouse potato. A vocabulary lessen from Toure is ahead. That'll be interesting. Stay with us. A mouse potato.