Over the last few days, we have seen the response to our current advertising campaign, that has offended our community, and we want to take this opportunity to sincerely apologise. This was not our intention. White Glo is an Australian teeth whitening specialist brand established 30 years ago in Sydney. Our mission has always been to provide affordable teeth whitening solutions that deliver effective stain removal results. Our ads feature the tagline “Make the White Choice” which is intended to be a wordplay on “Make the Right Choice”, to highlight the effectiveness and reliability of our products, versus some less effective products we are seeing emerge in the market. Whilst this campaign was accepted by Australia’s Advertising Regulator in April this year, the response in the last couple of days has indicated that we have missed the mark. We have heard your concerns and feedback and are committed to our community. We can assure you we are now taking steps to revise our messaging to resonate better with our consumers and the broader Australian public. We deeply apologise. Our intention was never to offend the public or our valued customers and we thank you for your insightful feedback. White Glo