Its the usual scum - sign for a free trial of teeth whitening, then get charged for it 60 pounds:

"When you order today you'll be signed up as a member of our exclusive Whiter Smile Program. You will be billed $4.95 for the shipping of your 14-day day trial, then once you choose to continue whitening with the Shimmering White System the low member price of only $82.40 per month for every month. (Shipped as a fresh supply monthly.) And remember, there's never any obligation - you can cancel your membership at any time by calling 800-856-8676. All orders outside of the US pay an additional $9.95 for S/H.

No address and no phones to be answered so that you can't cancel.
American Express is playing hard ball with the refunds.

Watch out and be safe.