UK medical device regulator, the Medical and Healthcare products Regulatory Agency (MHRA), is joining forces with the British Dental Industry Association's (BDIA Counterfeit and Substandard Instruments and Devices Initiative (CSIDI) to launch a new advertising and awareness campaign to help stamp out counterfeit dental devices.

This new joint venture will see hard hitting advertisements regularly appearing in the dental press from November, backed up by a digital campaign and informative articles for the whole dental team.

BDIA Policy and Public Affairs Director Edmund Proffitt said: 'The BDIA is delighted that the MHRA is joining the campaign. Together we can make a real difference educating dentists to the dangers of counterfeit devices, ensuring that they can buy with confidence and eradicating these dangerous and fake products from dentistry.'

This joint action by the MHRA and BDIA, supported by the dental profession, is promoting a very simple message: Counterfeit and non-compliant dental instruments and devices are potentially dangerous to patients and users and it is strongly recommended that all purchases, however small, are made from a reputable supplier and that all suspect devices are reported to the appropriate authorities at the earliest opportunity. All reporting can be done via the MHRA's simple 'Yellow Card' system – www.yellowcard.mhra.gov.uk.