According to the Food and Drug Administration (FDA) the term bleaching is allowed to be used only when the teeth can be whitened beyond their natural color. This applies strictly to products that contain bleach. Usually carbamide peroxide or hydrogen peroxide.
The term whitening on the other hand belong to restoring a tooths surface color by removing dirt and debris. So any product that cleans (toothpaste for example) is considered a whitener.
Whitening sounds better than bleaching so it's more often used even when describing products that contain bleach.
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