6-8 November 2025 – The Lowry Arts Centre, Salford Quays, Manchester
The field of cosmetic dentistry is continuously growing in both saturation and possibility. In today’s visually-motivated world, and with increasing influence from an ever-changing society, individuals are seeking the quintessential ‘Hollywood smile’ in a plethora of ways.[i] Whether pursuing teeth whitening, so-called ‘Turkey Teeth’, or other cosmetic dental treatments, patients are often altering their appearance in line with TikTok trends and Instagram smiles.[ii] Screenshots of influencers are often being offered as reference points to cosmetic dentists as patients prioritise aesthetics over functionality.
In this dynamic environment, the role played by dental professionals in providing sincerely ethical and effective dental treatments is vital. This requires ongoing skill progression, which can be achieved by seeking connections with other experienced industry professionals. By networking with others in the field, opinions and advice surrounding ethical approaches can be utilised and implemented into practise.
A beautiful smile is a healthy one
There is understandably the temptation for patients to want a quick, affordable smile transformation. Our smiles can hugely impact our self-esteem, so it’s no surprise when people are influenced by advertisements that promise instantaneous whitened teeth from at-home kits or ‘bargain’ smile makeovers offered abroad.[iii] These ‘fast-fixes’ are oftentimes fast indeed, but rarely real fixes.
Many unregulated products, such as teeth whitening strips often bought online or from countries with different oral health laws, can contain dangerous proportions of ingredients. Within these kinds of products are exceedingly high concentrations of hydrogen peroxide, which can lead to chemical soft tissue burns, painful tooth sensitivity, and irreversible damage to enamel.
Similarly, patients attracted to more invasive cosmetic dentistry treatments, like full crowns, are commonly seduced by ‘before-and-after’ pictures and the promise of a low cost. It’s integral to understand that while great-quality dentistry is available globally, there are significant risks that are encouraged when substandard or unregulated treatment is accessed. These alluring images are often edited and offer no indication of the possible long-term side effects, the potential requirement for prolonged corrective procedures, and the emotional tolls involved with the reality that their oral health has been jeopardised. Patients should always be educated to favour long-term value and quality outcomes over cost alone, especially when considering extensive cosmetic dental work.
Approaching cosmetics with ethics
Ethical cosmetic dentistry transcends the aesthetic-based alteration of teeth, enhancing smiles holistically, rather than merely for the way they look. Patients’ overall health and long-term well-being are considered, whilst still ensuring aesthetic outcomes.[iv] As a clinician, maintaining patient satisfaction without compromising ethics and the patient’s fundamental oral health is integral in this fast-growing market.
Ethical practice is channelled by firm principles that inform every decision, every time. One element of such is respecting patient autonomy by allowing them to make truly informed choices about the treatment they will be receiving.[v] This should be free from pressure or misleading information and made based on their own moral values and beliefs. Treatment should be non-maleficent involving no unnecessary harm to the patient, both currently and in the future.[vi] Whenever feasible, dental professionals should be carefully preserving natural tooth structures and avoiding unnecessary or overly-vigorous preparation.
Finally, ethical practice prioritises beneficence for the patient, guaranteeing predictable and long-lasting results that truly improve quality of life without sacrificing aspects such as comfort or functionality. An ethical cosmetic dentist should serve not only as a physical healthcare giver, but also as a trusted consultant. Rather than merely providing the service, ethics include advising and supporting patients through such lifechanging treatment. This should involve an inclusive initial assessment that addresses much more than superficial aesthetic by understanding each respective patient’s dental health, medical history, budget, and visual intention.
Elevating ethics
A truly ethically-minded cosmetic dentist undoubtedly requires extensive training and continually updated knowledge. This includes the ability to proficiently manage patient expectations, particularly regarding those shaped by persistent social media trends. Bespoke treatment plans should also always prioritise a conservative strategy over achieving an Instagram perfect aesthetic. The treating clinician, therefore, also needs a broad armamentarium from which to select the most appropriate clinical techniques and products.
The collective pursuit of excellence
In a sector as dynamic as cosmetic dentistry, where new materials, techniques, and patient expectations are relentlessly developing, enforcing high ethical and clinical standards is important. It demands a collective commitment to continuous understanding, open discussion, and the dissemination of knowledge. Dental professionals cannot rely solely on their own knowledge and opinions. They must actively seek out peer advice, engage in clinical discussions, and utilise the abundance of experience-focussed advice from industry specialists.[vii]
This vital conversation surrounding ethical dental treatments, advisable techniques, and the future of cosmetic dentistry assembles annually at the British Academy of Cosmetic Dentistry (BACD) Annual Conference. Here, hundreds of cosmetic dental professionals share insight, visit comprehensive trade shows, and continue to collectively explore ethical aesthetic practice. This year’s event will include the greatly anticipated ‘Ceramic vs Composite’ conference as well as renowned international speakers with a plethora of hands-on experiences to educate and enjoy!
Through networking and mentorship, dentists continue to enhance their abilities and their practices. Select relevant events promote invaluable insights, allowing dentists to learn from the successes and challenges of others. Ultimately, a truly beautiful smile is more than just straight, bright teeth but is reflected through health, responsible care, and confidence through aesthetic.
BACD 21st Annual Conference
6-8 November 2025
The Lowry Arts Centre, Salford Quays, Manchester
Pre-sale tickets available at bacd.com
Author Dr Sam Jethwa President BACD
[i] Shakoor, Maria & Lal, Abhishek & Das, Gotam & Salman, Fatima & Akram, Aisha & Ahmed, Abdul Razzaq & Maqsood, Afsheen & Ahmed, Naseer. (2022). Impact of Social Media on Aesthetic Dentistry: General Practitioners’ Perspectives. Healthcare. 10. 1-10. 10.3390/healthcare10102055.
[ii] Doughty, J., Moore, D., Ellis, M., Jago, J., Ananth, P., Montasem, A., Holden, A. C. L., & Johnson, I. (2025). Contemporary dental tourism: a review of reporting in the UK news media. British dental journal, 238(4), 230–237. https://doi.org/10.1038/s41415-025-8330-2
[iii] TechSci Research. (2024, September 17). United Kingdom $375 Mn Cosmetic Dentistry Market Trends, Competition, Forecasts & Opportunities, 2029F [Press release]. GlobeNewswire.
[iv] Hancocks, S. The ethics of cosmetics. Br Dent J 211, 501 (2011). https://doi.org/10.1038/sj.bdj.2011.1004
[v] Rostamzadeh, Masoumeh & Rahimi, Farshad. (2025). Aesthetic dentistry and ethics: a systematic review of marketing practices and overtreatment in cosmetic dental procedures. BMC Medical Ethics. 26. 10.1186/s12910-025-01169-6.
[vi] Gheorghiu, I. M., Nicola, G., Scarlatescu, S., Al Alouli, A. O., Iliescu, A. A., Suciu, I., & Perlea, P. (2021). Current Trends And Ethical Challenges In Cosmetic Dentistry. Romanian Journal Of Legal Medicine, 29(4), 413-417.
[vii] Alhejji, Khulood & Alharbi, Fahad & Faqeeh, Mohammad & Alanazi, Abdulltif. (2024). The importance of continuing education in dentistry. International Journal Of Community Medicine And Public Health. 12. 10.18203/2394-6040.ijcmph20243789.
