EZ Smile fined by Australian Competition and Consumer Commission for allegedly misleading claims
A cosmetic dentistry company has been forced to cough up a $12,600 fine after it allegedly misled customers about its teeth straightening service.
EZ Smile was issued an infringement by the Australian Competition and Consumer Commission for implying its clear dental aligners were supplied by dental professionals, including orthodontists, who were registered in Australia, when they were actually manufactured in China.
The company supplies the dental aligners direct to consumers for $2149, without the need for face-to face consultations with a dentist or orthodontist.
The ACCC alleged EZ Smile made false or misleading statements on its website. This included: “EZ SMILE PTY LTD is an Australian based cosmetic teeth straightening company based in Sydney, Australia’ ‘the orthodontists in our lab will need to take a closer look at your teeth …’ and ‘your aligners are made in our clinical lab by experienced orthodontic professionals’.
ACCC Commissioner Sarah Court said the statements were likely to “mislead consumers and limit the extent to which they could make a fully informed decision about using EZ Smile’s services”.
“This is a relatively new market, and this enforcement action and resulting penalty should serve as a warning to other businesses in this market that it is unacceptable to mislead consumers.”
EZ Smile removed the statements on its website in April 2020.
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