Hujoel P P. Historical perspectives on advertising and the meme that personal oral hygiene prevents dental caries. Gerodontology 2019; 36: 36−44.

Is there a conflict between marketing claims and evidence of benefits?

The concept that oral hygiene measures (without the use of fluoride) can prevent dental caries arose in the 1930s with the marketing campaign of the Pepsodent Company. Direct-to-consumer marketing created 'global memes on the therapeutic benefits of oral hygiene'.

The American Dental Association (ADA) set up a regulatory committee to control unscientific claims, toothpaste advertisements being described as 'quackish' and 'humbuggery'. However, in trying to restrict what could be claimed in advertisements, the ADA Journal lost advertising revenues from the manufacturers and control of what could be written passed to the business manager of the ADA.

The concept that a self-cleaned mouth, even when reinforced by professional prophylaxis 'at least once every three months', would prevent all oral disease created a false sense of security, discounting the harm caused by dietary sugar and other potential risk factors.

The author contends that non-evidence-based claims for toothpaste are increasingly being made and that 'advertising revenues can […] lead professional organisations to adopt conflicted editorial policies.'