BACD: Rise of Cosmetic Dentistry

The causal factors behind this increase are too numerous to list here, but it would be remiss to ignore its correlation with the intensified media attention that cosmetic dentistry has garnered over the last decade.

With make-over shows gaining far more popularity now than ever before, as well as the ubiquity of fashion and celebrity culture magazines, the public have been exposed to what can be achieved with the available treatments. Famous figures and role models are openly admitting to elective dental work, which is increasingly being viewed as a viable option to pursue by other members of the public.

Indeed, this shift in societal perceptions of cosmetic dentistry is very much in line with recent research that suggests that the majority of people (approximately 97 per cent) believe a good smile is an important social asset and, without one, professional and personal relations could suffer.² Because of these pressures, more patients are enquiring after specific treatments – and they are more than willing to pay for them.

By far, the most sought after cosmetic dental treatment is tooth whitening. In a study conducted by the American Academy of Cosmetic Dentistry (AACD), the majority of people consider discoloured, yellowing teeth as the most unattractive feature of a smile.² As a result, over 19 million people in the UK opted for tooth whitening last year – a figure that is sure to increase in the future.¹

Unfortunately, as a direct response to the increased demand, many unscrupulous providers are taking the opportunity to provide unlicensed treatments. Offered at lower prices, this unlawful provision of tooth whitening is targeting the public’s desire for enhanced, whiter smiles while ignoring the safety requirements implicit in the treatments. Similarly, many people are turning to DIY dentistry kits and home treatments. To say these methods are ineffectual is neither here nor there; the risk of injury or future complications is undeniably the most important factor here that needs to be addressed.

To combat this, the profession must ensure that all patients understand the associated risk of home kits, as well as the dangers posed by treatments provided by unlicensed sources. Encouraging this education must go hand in hand with the necessary training GDPs must undergo to ensure they are in possession of the skills required to meet the increased public demand for treatment.

Cosmetic dentistry has also attracted unwarranted criticism from within the dental profession. Often seen as separate from general dentistry, with different agendas and goals, cosmetic dentists are disparaged for choosing style over substance – but this is simply not the case.

The true purpose of cosmetic dentistry is to provide excellent general dentistry to a high aesthetic standard – in line with the desires and expectations of the public. Indeed, general procedures, such as fillings, crowns, bridges and dentures should be (and certainly can be) made to an exemplary standard of cosmetic aestheticism. What’s more, many cosmetic procedures have prominent palliative functions; for example, cosmetic orthodontics can help with masticatory or speech impediments, as well as resolving occlusal issues which have a demonstrable link with temporomandibular joint disorders. The psychological benefits of tooth whitening or implant therapy are also indisputable, giving patients a rejuvenated sense of self-confidence.

It is therefore imperative to improve not just the public’s knowledge of cosmetic treatments, but also the profession’s understanding of the aims of this field. By doing so, a safer, more homogenous service can be provided by all.

This is one of the core principles of the British Academy of Cosmetic Dentistry (BACD). Not only does the Academy strive to give its members the most up-to-date information and educational opportunities available, it also works hard to improve the profession’s perception of the field. With its flagship event, the Annual Conference, offering some of the finest hands-on sessions and lectures in the country, the BACD is an exceptional professional organisation that seeks to facilitate the provision of better cosmetic dentistry.

The demand for cosmetic dental work will undoubtedly increase further in the future. To ensure you are providing the best treatments safely and lawfully, be sure to contact the BACD today.

For more information about the British Academy of Cosmetic Dentistry, visit www.bacd.com.