Am I looking forward to an answer to this question! Any rose I have grown gets hit very hard by white fly and I have tried almost everything to control it with dismal results.

I wasn't aware there was a new treatment - also, are you talking about plants in a greenhouse or outdoors? There's certainly a treatment called Eradicoat, a contact natural pesticide, but it doesn't completely clear an infestation, needs repeat treatments. Otherwise, its the usual 'encarsia' treatment released directly into a greenhouse.

Don't know about what was on telly but this stuff works

PYRETHRUM 5 EC

not cheap but lasts a long time.

Also, Decis. More difficult to obtain but the best insecticide out there.