Dental Authority Raises Concerns Over Impact of Rountree’s Advert
The British Society of Dental Hygiene and Therapy has raised concerns over a new advert released by sweet manufacturer Rowntree’s.
Representatives from the BSDHT have called for the advert to be reviewed by the Advertising Standards Agency, as they believe it links a healthy looking, attractive smile to the consumption of confectionery. The advert features a flawless set of teeth and a pair of lips covered in sugar. Experts believe it suggests that eating sweets like Fruit Pastilles and Fruit Gums contributes to a beautiful, healthy smile.
The organisation has called for manufacturers to be more thoughtful in terms of the health messages they convey when putting together adverts and marketing material for mass consumption.
Last year, more than 33,000 children in the UK alone had dental treatment in hospital as a result of tooth decay. Many cases of decay are linked to excessive sugar consumption, with many children eating sweets and drinking sugary cordial and fizzy drinks on a daily basis.
President of the BSDHT, Michaela O’Neill, said that manufacturers have a duty of care when it comes to public health and they should take greater care. She labelled the Rowntree’s advert “reckless” and accused the company of linking healthy smiles to the consumption of sweets. The suggestion is that eating sweets gives you a healthy smile, which is not the case. In reality, eating sweets on a regular basis is incredibly harmful for oral health. Fruit Pastilles have a sugar content of more than 30 percent, while Tootie Fruities have a content of more than 70 percent.
Join this Discussion