Social media timelines are filled with folks using UV lights to whiten their teeth. From TikTok trends to Instagram influencers, people all over the internet are claiming these lights gave them the bright smile they’ve always wanted. Are these lights upending the professional teeth whitening business, reshaping long-standing practices and crumbling traditional practices? No, they’re not. Because, bluntly, they’re a gimmick—little more than marketing fodder fed to masses in an effort to seem superior.