‘Irresponsible’ advert condemned for linking sweets to smiling
The British Society of Dental Hygiene and Therapy (BSDHT) is urging the Advertising Standards Authority (ASA) to investigate the Rowntree’s ‘The Smile Factory’ advert. The leading health organisation has branded the advert as hugely misleading and irresponsible due to its suggestion that consuming Rowntree’s sweets is good for your smile. The BSDHT 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, whilst sugar has been named as one of the key factors in the obesity epidemic.
Michaela ONeill, president of the BSDHT, says sweet manufacturers must have an ethical responsibility to safeguard public health, saying that “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,” Ms ONeil continued, “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.”
Ms ONeill went on to note that “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.”
The BSDHT has expressed its surprise regarding the advert’s approval, given a clampdown on junk food advertising was singled out as a priority by advisers at Public Health England. The society is now urging the advertising watchdog to investigate the campaign.
