Advert argument

The British Society of Dental Hygiene and Therapy (BSDHT) 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 ONeill, president of the BSDHT says sweet manufacturers must have an ethical responsibility to safeguard public health.

Ms ONeill 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.