The British Society of Dental Hygiene and Therapy (BSDHT) has branded Rowntree's ‘The Smile Factory’ advert misleading and irresponsible for its portrayal of sugary sweets being linked to happiness and smiling.

The advertising campaign suggests consuming Rowntree's Fruit Pastilles, Randoms, Jelly Tots, Tooty Frooties and Fruit Gums is good for your smile and is calling for more health considerations to be made when advertising sugary foods.

Michaela ONeill, President of the BSDHT, says sweet manufacturers must have an ethical responsibility to safeguard public health: ‘While many of us will suffer from having a “sweet tooth” and enjoy sugar in moderation, having an advertising campaign positively linking sugary sweets to the smile is dangerous and reckless.

‘Not only does the name of this campaign imply that sweets are good for smiles, by proxy it also positively links sugar with good oral health. The manufacturer behind it should have taken greater steps to act more responsibly for the benefit of the public's health.’

Rowntree's Fruit Pastilles contain more than 55% sugar while Tooty Frooties are made up of more than 70% sugar.

The BSDHT is now urging the advertising watchdog to investigate the campaign and has expressed their surprise regarding its approval given a clampdown on junk food advertising was singled out as a priority by advisers at Public Health England.

‘As dental hygienists and dental therapists, we see first-hand the damage that sugar causes, and particularly with children the results can be heart-breaking. Advertising bans on sugary foods and drinks, along with more broadcasting promoting healthier alternatives, will give people in the UK the best possible chance of a healthy life and reduce the amount of sugar we consume,’ says Ms ONeill.

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