Smile factory advert ‘hugely misleading’ on role of sugar, says health body

Smile factory advert ‘hugely misleading’ on role of sugar, says top health body

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

The Society has taken exception to the advertising campaign which 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.

More than 33,000 children in the UK underwent tooth extractions last year due to rotten teeth while sugar has also been named as one of the key factors in the obesity epidemic.

Michaela O'Neill, President of the BSDHT says sweet manufacturers must have an ethical responsibility to safeguard public health.

Ms O'Neill says: “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.

“Not only are these sweets full of sugar but they are chewy and sticky too. This means the sugar will stick to the biting surface of the teeth and linger in the mouth for longer. The sugars will then react to the acids in our mouth and if eaten frequently, will lead to dental erosion and tooth decay.”

Rowntree’s Fruit Pastilles contain more than 55% sugar while Tootie 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.