Misleading advertising – What is our duty as dental professionals towards our patients and the public?


  • Leanne Sykes Head of Department of Prosthodontics, University of Pretoria. https://orcid.org/0000-0002-2002-6238
  • George P Babiolakis Registrar, Department of Prosthodontics, University of Pretoria




Amelogenesis Imperfecta


There are currently several media adverts on radio and television in which “experts” confidently inform the public of their unique kinds of toothpaste which not only strengthen but can rebuild enamel and lost tooth substance.The concerns raised in this paper relate to
pharmaceutical companies preying on uninformed, concerned, and often-compromised consumers to promote their products. To this end, some make fallacious claims, misrepresent or overinflate their products' therapeutic potential, which all overtly or
covertly create false hopes and unrealistic expectations. The profession needs to collectively identify a body that will monitor the information presented to the public by dental manufacturers, advertising bodies, and social media websites. If we stand by and say nothing, we
agree with the data and legitimize the product. Dental
clinicians need to be more accountable, active, and
visible on television, social media sites and in popular
publications providing educational information and, if
necessary, dispelling false perceptions. We have a duty
to the public


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How to Cite

Sykes, L., & Babiolakis, G. P. (2022). Misleading advertising – What is our duty as dental professionals towards our patients and the public?. South African Dental Journal, 77(07), 439–441. https://doi.org/10.17159/2519-0105/2022/v77no7a9

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