A recent oral health foundation investigation has found that celebrity endorsements are no longer worth as much as brand power when it comes to buying habits. A nationwide poll found less than one in 20 (4%) said they were influenced in their oral health buying habits by celebrity endorsement – this was ten times less than those who bought based on brand power (41%).

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The other things people considered influential included cost (24%) and recommendations by a dental professional (23%).

Dr Ben Atkins, dentist and Trustee of the Oral Health Foundation, said: 'Instagram feeds, YouTube channels and Facebook pages are often filled with celebrity endorsements for products so it's very interesting to understand just how this is influencing behaviour.

'There is no doubt that by using a celebrity's profile, products can get a helping hand in reaching more people. Over recent years, I have certainly seen a growth in my own dental practice of patients seeking my advice about new products, which they have seen backed by a celebrity endorsement.'