BRUSSELS, Belgium/CINCINNATI, USA: According to a recent report published online by the Financial Times, a Procter & Gamble executive has revealed that the consumables manufacturer is currently lobbying the European Commission to ease restrictions that prevent it from selling certain tooth-whitening products to customers directly.

As reported by the newspaper, Charles E. Pierce, Group President of Global Oral Care and New
Business Creation and Innovation at P&G, said that the company is in talks with EU delegates about the issue. As tooth-whitening products are becoming increasingly popular in countries, such as the US, Brazil and China, Pierce suggested that there is also a latent demand for them in Europe, the Financial Times reported.

Following advice from the European Scientific Committee on Consumer Safety, the Council of the European Union amended the directive on tooth-whitening products in 2011. Currently, tooth-whitening or bleaching products containing more than 0.1 per cent and up to 6 per cent hydrogen peroxide may only be sold to dentists. Only products containing up to 0.1 per cent hydrogen peroxide may be made available to customers directly.

However, some of P&G’s whitening strips and mouthwashes exceed these limits and are thus banned from over-the-counter sales in Europe. Crest 3D White Whitestrips contain between 6 and 10 per cent and its 3D White mouthwash contains 1.5 per cent of the chemical, according to the Financial Times.