Campaign calls for VAT-free children’s oral care

Dental Tribune International

Mon. 29 December 2025

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LONDON, England: A new national campaign led by ORDO is urging the UK government to abolish the so-called “tooth tax” by removing VAT from children’s toothbrushes and toothpaste, as evidence mounts of a deepening oral health crisis affecting families across the country. Campaign leaders argue that taxing basic oral hygiene products is undermining prevention efforts at a time when children’s dental health is already under severe strain.

ORDO, working alongside the Dental Wellness Trust and the Oral Health Foundation, argues that children’s oral care products are essential items and should be treated in the same way as other zero-rated necessities such as children’s clothing and nappies. The fact of millions of children growing up in relative poverty leads campaigners to say that the current 20% VAT places unnecessary financial strain on households and contributes to widening health inequalities.

New survey data commissioned by ORDO in October 2025 among 2,000 parents in the UK reveals strong public backing for reform. A large majority believe children’s toothbrushes and toothpaste should be VAT-exempt, while half of parents report that the cost of these products has become unaffordable. Almost half say their children have needed medical attention for an oral health issue in the past year, underlining the scale of the problem.

The campaign, called Teeth of Tomorrow, comes against a stark public health backdrop. Government figures show that dental caries remains one of the most common chronic conditions among children, leading to pain, missed school days and long-term health consequences. Hospital admissions for caries continue to place pressure on the NHS, and clear regional disparities arise, as areas such as London and the North West are affected most severely.

To drive change, ORDO has brought together dental professionals, charities and local authorities, and launched a national petition calling on the government to remove VAT from children’s oral hygiene products. The petition aims to secure 10,000 signatures, the threshold required to trigger an official government response.

Commenting on the campaign and the accompanying petition, Barty Walsh, founder and CEO of ORDO, stated that: “ORDO is proud to unite this passionate collective to spotlight a growing issue affecting families nationwide—and to launch a petition calling for meaningful change. The stories we’ve heard from dental professionals, charities and local authorities underline the urgency of the situation: Too many families are struggling to access essential oral care products. Every child deserves the basic tools for a healthy start in life. Oral care isn’t a luxury—it’s a necessity.”

Echoing these remarks, Dr Linda Greenwall, founder of the Dental Wellness Trust charity, commented that: “Preventable dental caries remains the leading reason for hospital admissions among children in the UK. This is a public health challenge that disproportionately affects our most vulnerable families, deepening health inequalities. Poor oral health often leads to significant pain and discomfort for children, impacting their ability to eat, sleep and concentrate at school, and for many leading to a loss of confidence that can affect their social development and wellbeing. Removing VAT from essential oral hygiene products would be a hugely impactful step, and it’s clear that there is overwhelming public support for this move.”

The campaign highlights a clear opportunity for government action to reduce health inequalities and prevent avoidable suffering among children. Removing the tooth tax would be a simple, popular step towards giving every child a fair and healthy start in life.