TOWIE stars Chloe Sims and Bobby Norris have come under fire from fans after using promoting Oral B’s teeth whitening toothpaste on Instagram – despite both of them having veneers.
Ilford-born Chloe, 36, shared a snap of her showing off her pearly whites and holding up a tube of the product with her 1.2million followers earlier this month as part of a paid-for endorsement.
She captioned the shot: ‘I love using @oralb_uk 3D White Luxe toothpaste as part of my beauty routine and when I’m getting ready for filming, it makes keeping my smile looking white and bright so quick and easy.’
Bobby, 34, did the same on his Instagram 10 days later, claiming the brand is giving him ‘even more reason to smile’.
Chloe Sims, 36, shared a snap of her showing off her pearly whites and holding up a tube of the product with her 1.2million followers earlier this month as part of a paid-for endorsement
He added: ‘Their 3D White Luxe toothpaste helps keep my pearly whites shining bright.’
Fans of the glamour model and TV presenter were quick to criticise, with a number pointing out that whitening toothpaste would have little effect on veneers.
One commented: ‘I love Chloe Sims, I do. She’s ace but I really don’t understand how all of these celebs can promote whitening toothpaste when clearly they all have fake white teeth.’
Another wrote: ‘Of course you still brush your teeth… but they are veneers, not porous like natural teeth that would be prone to staining and also with age discolour. Your kitchen plates don’t get stained from food?? No different with your teeth. You can use Fairy Liquid.’
Commenting on Bobby’s post, one follower tagged Oral B and questioned: ‘Why ask people with veneers to “promote” this?’
Bobby, 34, also promoted Oral B whitening toothpaste on his Instagram 10 days later, claiming the brand is giving him ‘even more reason to smile’
A dentist waded in on the debate and criticised the celebrity posts for being ‘disingenuous’.
Dr Rhona Eskander, an award-winning dentist based at the Chelsea Dental Clinic in Fulham, observed that while both Chloe and Bobby make it clear they are promoting a product to her fans, which complies with guidelines set by the Advertising Standards Authority, what the toothpaste is capable of achieving is not transparent.
She claimed: ‘It’s very easy for a social media ad like this to give the impression that it’s the toothpaste that is responsible for her white teeth.
‘It’s more than likely that she has had them professionally whitened and also had further work such as bonding or veneers to achieve the shade of white that she has.
Fans of the glamour model and TV presenter were quick to criticise, with a number pointing out that whitening toothpaste would have little effect on veneers
‘The most a whitening toothpaste will be able to do is lift tea, coffee and wine stains. A whitening toothpaste will not be able to cause a chemical reaction to turn the teeth from yellow to white.
‘The Oral B toothpaste may be able to help maintain the whitening Chloe has had but all of this needs to be much clearer.’
Dr Eskander added: ‘This ad is a good example of why we need much better regulation about what is posted online when promoting products and greater transparency.’
Instagrammer Scott McGlynn, 33, from Wales, who has over 208,000 Instagram followers and is well known online for sharing skin and beauty problems, also called out Oral B for using TOWIE stars to promote its products.
Instagrammer Scott McGlynn, 33, from Wales, who has over 208,000 Instagram followers and is well known online for sharing skin and beauty problems, also called out Oral B for using TOWIE stars to promote its products
‘It’s not uncommon for influencers to fake their life online or to endorse products they don’t use or don’t really have any effect,’ he told FEMAIL.
‘In this case, it’s obvious Chloe has had work done to her teeth and they have been professionally whitened. There is no way a toothpaste could achieve those results and it’s just not clear. I’m really disappointed with Oral B.’
Adam Parker, brand director of Oral Care UK & Ireland, told FEMAIL: ‘We think it’s important to meet to all of our consumer’s needs, including those that have cosmetic dentistry.
‘Veneers can be made of porcelain or composite resin, which are delicate materials that require careful oral care. People that have veneers look to our products for both sensitivity needs and upkeeping the colour.
‘The porcelain veneers are often stain-resistant but the edge where the veneers meet the natural tooth can stain over time and this shows as a brown line, which can be undesirable.’
Chloe is believed to be a member of the TOWIE millionaires club; she is estimated to earn a seven-figure sum from her Essex beauty bar in Brentwood as well as her various modelling shoots and personal appearances. She has also accumulated cash from her autobiography, The Only Way Is Up.
Bobby recently revealed he has split from boyfriend Matt Snape after a year together, revealing on Sunday’s episode of The Only Way Is Essex that he thought the relationship had become ‘complacent’ after Matt moved down from Reading to live with him.