BADN Chief Exec, Pam Swain, celebrates 30 years with the Association

At its recent 80 + 2 Anniversary Afternoon Tea at the NEC Hilton on Saturday 14 May 2022, the British Association of Dental Nurses (BADN), UK’s professional association for dental nurses, also celebrated Chief Exec Pam Swain’s 30 years working for the Association.

BADN President Jacqui Elsden presented Pam with a gold bracelet from former and current Presidents, Executive Committee members and staff.  Pam was also awarded Honorary Life Membership of the Association.

“It was a delight to present Pam with an Honorary Membership by way of our sincere thanks for her 30 years of dedicated service to BADN at our 80+2 years anniversary celebrations in May 2022,” said Jacqui. “Having had two roles within BADN during the past 6 years (Education Representative and now as President), I have witnessed first hand Pam’s strong work ethic and exemplary organisational and networking skills. It makes my role as President all the easier knowing that I have that support behind me. Pam has been BADN’s ‘one constant’ over the last 30 years and I personally would like to thank her for ensuring that our Dental Nursing Professional Association remains accessible to all Dental Nurses (trainees and qualified) despite the many challenges along the way. Very many congratulations Pam.”

Several BADN Past Presidents attended the Anniversary Tea and celebrated Pam’s 30 year anniversary.  “Pam has been the constant driving force behind our Association, for the 30 years that she has been our Chief Executive,” said Immediate Past President Hazel Coey.  “Following the years that I have been involved, as a member of the Council, Regional Co-Ordinator, Treasurer, President-Elect and President, Pam has amazed and delighted me with her experience, knowledge and professionalism. 

“Without her guiding influence, the British Association of Dental Nurses would not be the one true professional organisation that it is today. It certainly would not be celebrating its 82nd year!”

“For the last thirty of BADN’s 80 years, Pam has been guiding and nurturing Council and members, using her extensive knowledge and expertis,“ said Past President Paula Sleight.  “Her international background working for organisations such as NATO, Hilton International and the Bank of Bermuda, brought a fresh perspective to  BADN.

“She has been integral to BADN’s development over the last thirty years, where there have been many changes – including the  reclaiming of the title “dental nurse” (we were previously known as Dental Surgery Assistants or DSAs).  Pam was there for all the Presidents and Chairmen of the Association as we campaigned for statutory registration and recognition of dental nurses as valued members of the dental team.

“Pam has always brought innovative management methods to the Association, and has tirelessly helped members develop to their full potential.”

Past President Angie Heilmann (formerly McBain) MBE agrees.  “It was pleasure to be present with colleagues at the BADN’s recent Anniversary Tea, not only to celebrate the longevity of the Association, but also the 30 years of Pam working for the Association. Pam has an unfaltering commitment to BADN and the work it undertakes. Within  various BADN roles spanning over 11 years, I witnessed the how Pam works with focus and dedication. Congratulations, and thank you Pam! “

“Dedicated to Dental Nursing for the past 30 years, Pam Swain has been the stalwart and unsung mainstay of BADN,” said former Chairman Dr Debbie Reed.

“Since 1992 Pam has provided reason, experienced insight, and continuity to the organisation.  She has offered support and guidance for enumerable past Presidents and to the countless members of the BADN Executive team, as well as the BADN members who represent a huge number of the dental nurses registered in the UK.

“During her 30 years, Pam has worked tirelessly to promote dental nursing and encourage dental nurses in their professional pursuit.

“For BADN and it’s members, Pam has been the strongest advocated for Dental Nursing. Her indefatigable presence is formidable and thus ensured that dental nursing is recognised, acknowledged, and holds representative seats at the table of critical and decision making national dental sector forums. 

“Taken together Pam’s influence and determination approach has ensured that BADN is recognised as the representative professional body for Dental Nursing in the UK,  and her voice has been vital to promoting dental nurses and their key role in oral health care within the UK. For that she is appreciated and applauded. Thank you.”

Past President and Chairman Pat Heap, who interviewed Pam for the job in 1992, said “It does not seem 30 years since I interviewed Pam for the role of Secretary – at interview she was by far the best candidate and over the past 30 years has proved to be an asset to the Association ensuring the advancement of dental nurses, giving help and advice to those needing it. Well done, Pam, and congratulations on 30 years continuous service to the advancement of dental nursing.”

“In August this year, Pam  completes 30 years of service with BADN” said current Chairman Joan Hatchard “making her the longest serving Chief Executive of any dental professional association.  In 1992, BADN had fewer than five hundred members; the Association was largely ineffective, had little or no influence and lacked direction and drive – members were not provided with professional support.  Pam’s appointment was a turning point for the Association; she dragged it into the 20th century and put it onto a business-like footing.  Due to Pam’s hard work over nearly 30 years as CEO, membership is booming and she has worked tirelessly to transform and steer BADN to the highly regarded position within the profession which it now holds.

“BADN now provides a large level of support for its members including access to professional indemnity insurance, a legal helpline, a quarterly Journal with CPD, a health and wellness hub and BADN Rewards – all  of which  have been instigated by Pam.  The profile of the Association has been raised by her articles and regular columns for several dental publications and also by her speaking at dental nursing and other events.

“During the pandemic crisis, Pam helped in the process of enabling dental nurses to be recognised as “key workers” and supported dental nurses through a difficult time. She works to continually highlight the essential role played by dental nurses within the dental team; and was recently voted one of the Top 50 Most Influential People in Dentistry.

“Over the last 30 years Pam has been a tremendous force for good for patients, dental nurses and the dental profession.”

Photo caption: Pam Swain is presented with flowers by the BADN Executive Committee. Left-to-right: Anita Stanforth, Debra Worthington, Jacqui Elsden, Pam, Joan Hatchard

BADT shows support for BADN Menopause Policy

The British Association of Dental Therapists (BADT) has announced its support for the BADN Menopause Policy launched in March this year.

The Policy outlines the challenges faced by menopausal women in the workplace and suggests ways in which employers can support menopausal employees.  Dental practices, laboratories, clinics, organisations and dental industry companies are asked to adopt the Policy and implement it in their workplace.

BADT President Debbie Hemington said, “BADT are proud to support this superb initiative by the BADN. As a predominantly female profession still, this will impact so many of our members and their families and having some written guidance to share with workplaces will be invaluable to anyone who needs it. BADN are to be commended on highlighting the impact of this topical issue and in raising awareness among the whole dental team. Dental practices could now lead the way by adopting the policy and showing that progress within the field is not confined to clinical techniques.”

BADN’s Menopause Policy is also supported by the British Society of Hygiene and Therapy (BSDHT), the College of General Dentistry (CGDent), the Dental Laboratories Association (DLA), the Dental Technologists’ Association (DTA), the Orthodontic National Group (ONG), and the British Veterinary Nurses’ Association (BVNA).

The advice sheet/policy is available on the BADN website

College of General Dentistry endorses BADN’s Menopause Policy

The College of General Dentistry (CGDent) has endorsed the BADN’s recently launched Menopause Policy.

In the UK, 99% of dental nurses, 96% of orthodontic therapists, 94% of dental hygienists,  92% of dental therapists, 52% of dentists and 27% of dental technicians are female – 78% of the regulated dental profession as a whole – and the policy outlines the challenges faced by menopausal women in the workplace and suggests ways in which employers can support menopausal employees. 

The Association is asking dental practices, laboratories and clinics to adopt the policy and implement it in their workplace, and is asking dental organisations to support it by encouraging its widespread adoption.

The College of General Dentistry, membership of which is open to all dental and oral health professionals, is the first organisation representing dentists to do so. The College is the independent professional body into which the Faculty of General Dental Practice transferred last year, and is the UK’s only medical college run by and for oral health professionals.

Abhi Pal, President of the College of General Dentistry, said: “The BADN’s Menopause Policy is an important, practical and succinct tool which helps dental professionals to better understand the menopause, to appreciate relevant employment law, and to implement a menopause policy in their practice. Making appropriate adjustments for staff affected by the menopause is both a moral duty enabling committed and experienced colleagues to remain in valuable employment, and a legal duty not to discriminate on the grounds of gender, age or disability. Supportive dental practices and understanding employers will also find they benefit in return from improved staff retention and reduced sickness absence. On behalf of the College, I congratulate BADN on its publication, and am pleased to endorse it.”

The BADN’s Menopause Policy is also supported by the British Society of Hygiene and Therapy (BSDHT), the British Association of Dental Therapists (BADT), the British Dental Industry Association (BDIA), the Dental Laboratories Association (DLA), the Dental Technologists’ Association (DTA), the Orthodontic National Group (ONG), and the British Veterinary Nurses’ Association (BVNA).

The advice sheet/policy is available on the BADN website

British Dental Industry Association supports BADN Menopause Policy

The British Dental Industry Association (BDIA) has announced its support for the BADN Menopause Policy launched in March this year.

The Policy outlines the challenges faced by menopausal women in the workplace and suggests ways in which employers can support menopausal employees.  Dental practices, laboratories, clinics, organisations and dental industry companies are asked to adopt the Policy and implement it in their workplace.

Gail Vernon, Vice-President of the BDIA, said “This is a great resource making it easier to talk about menopause in the workplace. It’s also a great example of shared learnings across the industry and the BDIA are delighted to lend support to this important initiative.”   

BADN’s Menopause Policy is also supported by the British Society of Hygiene and Therapy (BSDHT), the College of General Dentistry (CGDent), the Dental Laboratories Association (DLA), the Dental Technologists’ Association (DTA), the Orthodontic National Group (ONG), and the British Veterinary Nurses’ Association (BVNA).

The advice sheet/policy is available on the BADN website

Designed just for dental nurses

For dental nurses looking to expand their knowledge and skills, the British Dental Conference and Dentistry Show (BDCDS) is not an event to miss! The Dental Nurses’ Forum – presented by the British Association of Dental Nurses (BADN), chaired by BADN President Jacqui Elsden and sponsored by GSK – will offer a full two-day lecture programme tailored specifically for those in the role.

Among the sessions you can look forward to joining will be:

Joanne Dawber


Joanne Dawber

“Greater Manchester HSCP transformation – devolution oral health programmes”

Discussing her experience with the oral health programme in the area and how it is both raising awareness and supporting care delivery through shared best practice.

Rebecca Power


Rebecca Power

“Dental health in pregnancy”

Explore the oral manifestations linked to pregnancy and how to improve care of pregnant patients.

Sharon Brennan


Sharon Brenan

“Risky business”

Better understand your statutory responsibilities and the options available regarding indemnity.


Janet Pickles

Janet Pickles

“Inhalation sedation – an update”

Get up-to-date on the latest information and research behind use of inhalation sedation.


Jo Dawson

Jo Dawson

“Raisin Awareness – a call to action. As DCPs we have the skills to make positive change happen”

Gain practical tips and advice on how to run your own oral health promotion project, using the “Raisin Awareness” campaign as an example.

There will also be an update from the GDC with Joanne Rewcastle, Rebecca Silver will consider what may be impacting dental nurse recruitment and retention and Hannah Grieve will encourage dental nurses to better manage their stress. Lin Little will also explain the benefits of being part of the RADC Reserves and Anthony Sweeny will explore maximising scope of practice through teamwork.

On Saturday, Preetee Hylton will be discussing “Domestic abuse: a never-ending battle, about which she comments:

“I would love dental nurses and other dental professionals to attend my domestic abuse awareness session because they might learn something new which could help save someone’s life one day. My aim is for delegates to leave my session with a strengthened sense of duty to further educate themselves on the signs of domestic abuse. I also hope they share what they have learnt with their team members, therefore working towards creating a culture of openness and support in their workplaces.”

The BADN will also be on stand K80, where you can talk to President-elect Debra Worthington, Chairman Joan Hatchard and Treasurer Michelle Brand, along with BADN staff Pam Swain and Adam Skalski. Why not go along to join/renew your membership, buy a membership badge or commemorative brooch, pick up their new Menopause Policy, ask a question…. or just have a chat! Plus, relax and enjoy a coffee  with BADN/ONG member friends and colleagues in the BADN  lounge (K85), sponsored by R A Medical Ltd.

BADN Chief Exec Pam Swain explains: “BADN were 80 in 2020, but we couldn’t celebrate 80 years of supporting the UK’s dental nurses then, so this is our 80 + 2 celebration! All dental nurses, whether BADN members or not – in fact all members of the dental team – are welcome to visit our stand, and find out more about the UK’s professional association for dental nurses. We look forward to seeing you there!”

Time is fast running out to register for BDCDS – if you haven’t already, book your place online – it’s free for all delegates!

The British Dental Conference and Dentistry Show 2022 will be held on Friday 13th and Saturday 14th May, NEC Birmingham, co-located with DTS.


For more information, visit, or email

BADN launches menopause policy

BADN, the UK’s professional association for dental nurses, has today launched its Menopause Policy.

Women over 50 are the fastest growing segment of the workforce – and dental nursing is 98% female.  According to a leading HR company, one in four menopausal women consider leaving their job because of lack of support and understanding from employers or managers.  Employers who do support their employees through the menopause will benefit from lower sickness absence and employee turnover, as well as increased engagement and loyalty.

BADN President Jacqui Elsden said “Given the current recruitment/retention crisis in dental nursing, it is in the best interests of general dental practices to support their employees during this time – not to mention the fact that menopause related tribunals have doubled in recent years.

“However, BADN recognises that this is still a difficult subject for many people and many employers may not know how to broach this subject in their practice.  We have therefore produced this advice sheet with lists of relevant legislation, useful articles/websites and  a specimen policy to break this taboo.”

The advice sheet/policy is available on the BADN website  Hard copies will be available on the BADN stand (A22) at Dental Showcase (ExCel London) on 25 and 26 March 2022.

CGDent and BADN call for deferral of mandatory vaccination

Survey suggests a quarter of dental nurses are not fully vaccinated

The College of General Dentistry (CGDent) and British Association of Dental Nurses (BADN) are warning of a potential catastrophe for dental patients if the planned implementation of mandatory Covid-19 vaccinations for all patient-facing staff in England is not deferred. 

Regulations came into effect earlier this month that will make it unlawful from 1 April 2022 for a CQC-regulated employer to deploy staff who are not fully vaccinated to work face-to-face with patients. The rules, which will apply to NHS and private providers alike, will effectively force dental practices to dismiss staff who have not received their first dose of an approved Coronavirus vaccine by 3 February, and second dose by 31 March, unless they are clinically exempt, under 18, taking part in a Covid vaccine trial or can be redeployed into a non-patient-facing role.

Both the CGDent and BADN are unequivocal in their encouragement of dental professionals to take up the offer of Coronavirus vaccination. However, interim results from the BADN COVID Vaccination Survey, based on the responses of over 1,000 practising dental nurses to date, show that 26% have not yet received two vaccination doses, and 24% will not have been double-vaccinated by the deadline.

Responses were similar for both members and non-members of the association. If the findings are representative of the dental nursing profession as a whole – which makes up half the dental workforce – this would suggest an impending reduction in available dental staff in England of up to 12,000, or 12%, plus any dentists, dental therapists, dental hygienists, clinical dental technicians or orthodontic therapists who may not be double-vaccinated. 

The survey also found that 32% of respondents so far said they do not intend to take up the offer of a ‘booster’ dose, suggesting that staffing problems will only increase if the definition of ‘fully vaccinated’ is later amended to require three doses.  

Dr Abhi Pal, President of the College of General Dentistry, and Jacqui Elsden, President of the British Association of Dental Nurses, said: “Dental nurses are a vital part of the team without whom dental care cannot be delivered, and the BADN’s data will only strengthen existing concerns in practices across the country.  

“Tens of millions of dental appointments have been missed during the pandemic, but while welcome additional funding has just been announced by NHS England to help tackle the backlog during February and March, losing up to a quarter of dental nurses from 1 April would lead to a precipitous reduction in care provision, quickly reversing any progress made and leaving millions of dental patients once again unable to get the treatment they need. We urge the government to defer implementation of the vaccination requirement for dental employers in order to avert a calamitous own goal.” 

BADN welcomes new executive committee members

The British Association of Dental Nurses (BADN), the UK’s professional association for dental nurses, is delighted to welcome two new members to the Executive Committee.

At the Annual General Meeting, held at the Naval & Military Club, London  and via Zoom, both the current Chairman, Jane Dalgarno, and Treasurer, Joan Hatchard, stood down from their respective posts, having both completed two terms in those offices.  President Jacqui Elsden welcomed President-elect Debra Worthington and  incoming Treasurer Michelle Brand to the Executive Committee; and Joan Hatchard to the role of Chairman.

She also thanked Jane Dalgarno for many years service on the BADN Council/Executive Committee in a variety of roles including Chairman, President and Regional Coordinator.  At the 80th Anniversary Drinks Reception which followed the AGM, the President presented Jane with flowers from the Association.

President-elect Debra Worthington

Debra has been a dental nurse for 42 years; working in General Dental Practice, Community Dental Service and Secondary Care. Debra holds post registration qualifications in Conscious Sedation, Radiography, Oral Health and Orthodontics.  She also has qualifications in Leadership and Management and recently completed the NHS Senior Leadership qualification. 

Michelle Brand

In March this year she joined Bridgewater Community Healthcare NHS Foundation Trust, where she is the Head of Dental Operations for the North East sector of Greater Manchester. Prior to this she was the Maxillofacial Unit Manager at Salford Royal Hospital; a busy unit comprising of maxillofacial surgery, oral surgery and orthodontics.

Debra is Immediate Past President of the  Orthodontic National Group and was a committee member for 21 years.   She works tirelessly at both a local and national level representing dental nurses in meetings with stakeholders including the GDC, BDA and the Royal College of Surgeons Edinburgh.  She is also a member of the BADN Panel of Representatives.

Treasurer Michelle Brand BSc MA

Michelle qualified as a dental nurse in 1991, and also holds a BSc in Product Design and Development and an MA in Bioclimactic Design.  She is currently a self-employed dental nurse, having previously worked in both general practice and at Manchester Dental Hospital, as a dental technical demonstrator and  sales rep, and as an associate lecturer and research assistant at Manchester Metropolitan University.  She also ran her own sustainable design agency whilst working as a dental nurse; and was awarded Arts Council funding to exhibit her work in London and in Hong Kong for a 1 month artist residency.

Joan Hatchard

Michelle is a member of BADN’s Panel of Representatives and of the Pride in Practice Board of Representatives.  She received the BADN Exceptional Contribution to a UK Community Oral Health Care Project Award in 2019.  She was also a key member of the “All I Want for Christmas” project team, providing mobile dental care for the homeless/those in recovery in Blackpool in 2018 and 2019.

Chairman Joan Hatchard FBADN LCGI

Joan gained her National Certificate in 1988, and went on to gain post qualification certificates in Oral Health Education, Radiography and Conscious Sedation.  She became the practice manager of two busy private general dental practices.  Joan started teaching the National Certificate course in 1989.  She also gained the FAETC and the Certificate in Education (FE), and holds the City and Guilds Licentiateship in Dental Nursing.  Joan was an examiner on the NEBDN Panel of Examiners for the National Diploma and the Certificate in Oral Health Education.  She was the Chair of the BADN Practice Managers’ and Receptionists’ National Group, and then Finance Officer;  more recently, she has been a member of the Executive Committee, as Acting Chairman and as Treasurer.  Joan is a BADN Fellow and received the 2013 BADN Award for Outstanding Contribution to Dental Nursing.

British Association of Dental Nurses shows full support for Safe Smiles campaign

The British Association of Dental Nurses (BADN), the UK’s professional association for dental nurses, is delighted to be part of the Oral Health Foundation’s Safe Smiles campaign, launched today at the British Orthodontic Conference in Manchester, which will give advice and support on how to get a great smile in a safe way; and which will stress the importance of having dental treatment in dental practices, carried out by registered professionals.

The Safe Smiles campaign is in response to the growth of direct-to-consumer alternatives and will also address dental tourism, inappropriately fitting mouthguards, harmful aesthetics such as lip tattoos, oral piercings and tooth jewellery, and the dangers these present; and will urge the public to only have treatment carried out by GDC-registered dental professionals in dental practices in the UK.

The Safe Smiles campaign has been endorsed by the leading dental professional associations – the British Dental Industry Association (BDIA), the British Academy of Cosmetic Dentistry (BACD), the British Society of Dental Hygiene and Therapy (BSDHT) and the British Association of Dental Therapists (BADT), as well as by BADN.

BADN President Jacqui Elsden said: “As the professional association for dental nurses in the UK, BADN are delighted to support the Safe Smiles campaign. We shall be working closely with the OHF to encourage dental nurses to become involved with the campaign. Information on how to do this will be on our website,, in the next few days.”

A special toolkit has been created to help dental professionals support the campaign and share the importance of safe dentistry.

The toolkit is available on the campaign website at

Safe Smiles: new campaign set to champion the benefits of safe dentistry

The British Orthodontic Society and The Oral Health Foundation are launching a new campaign to help patients make safer choices when it comes to their dental treatment

The public awareness campaign, named Safe Smiles, will highlight the benefits of safe dentistry and treatment when carried out in dental practices by trained and registered professionals.

Safe Smiles is a dental sector response to concerns about the growth of direct-to-consumer alternatives, with the campaign’s two organisers worried about patients performing treatments at home – potentially putting themselves in danger.

The campaign was announced at this year’s British Orthodontic Society’s annual conference (16 September) in Manchester, in a joint press conference between the Oral Health Foundation and the British Orthodontic Society.

Recent research by the Oral Health Foundation reveals one-in-four (25%) UK households have opted for some form of DIY dentistry during lockdown.

The nationwide study also shows over half (55%) of adults feel they have neglected their teeth during lockdown. Around one-in-seven (15%) admit to not brushing their teeth as much as before the pandemic.  One-in-five (20%) are eating unhealthier foods, and more than one-in-ten (11%) have been drinking more alcohol. 1

Dr Nigel Carter, Chief Executive of the Oral Health Foundation is worried the potential decline in oral health status may lead to poor consumer choices, with many favouring shortcuts and attracted by direct-to-consumer alternatives.

Dr Carter says: “We are really concerned by evidence suggesting the UK’s oral health habits have declined during the pandemic. Symptoms associated with dental disease – mainly pain and changes in visual appearance – are leading patients to seek quick and cheap home cosmetic treatments advertised online. This is a great cause for concern and one of the key driving forces behind Safe Smiles.

“Dental treatment of any kind must involve face-to-face contact with a trained clinical professional inside the dental practice. This is to ensure patient safety and the most effective treatment.  It is important that the profession continues to champion safe dentistry and advise patients against direct-to-consumer treatments and alternatives shared on social media.

“When carried out correctly, cosmetic dental treatment can give patients the white, straight and confident smile they have always dreamed about. Safe Smiles will make sure patients are given the very best advice about the safest and most effective way to have dental treatment.”

Further findings from The British Orthodontic Society suggest that adults have become more conscious of their smile during lockdown. Over half of orthodontists (60%) say they have seen a larger than expected demand for treatment during the pandemic. It is suspected those affected could be looking for solutions to treat dental problems and improve the appearance of their smile.  

Speaking at the launch of the campaign, Anshu Sood, Director of Clinical Practice at the British Orthodontic Society, says: “We’re delighted to be extending our long-standing campaign with the Oral Health Foundation. It’s heartening to see overwhelming endorsement from the dental sector. This couldn’t be more timely. Our recent stats revealed the pandemic has seen a rise in the number of people seeking orthodontic treatment. With this demand comes a growth in online companies offering treatments.

“Embarking on treatment without seeing a suitably trained clinician could result in serious conditions being missed or dangerous treatment carried out. We want to ensure patients have the very best advice about the safest and most effective way to have treatment. We know that, when carried out correctly, orthodontic treatment can have a positive and life-changing impact.”  

Data shows that more than four-in-five (84%) UK adults want to change something about their smile. Over the next year, more than one-in-three (35%) are thinking about having their teeth whitened while around one-in-six (16%) are considering orthodontic treatment. 1

Safe Smiles will be asking all patients considering treatments to visit dental practices in the UK and have treatment carried out by clinicians registered with the GDC.

The campaign will tackle the dangers associated with dental tourism, inappropriately fitting mouthguards bought online, as well as harmful aesthetic changes to the mouth like lip tattoos, oral piercings, tooth jewellery, modifications and grillz.

The new campaign is being supported by Align Technology and has gathered support from across the dental world. The campaign has already received endorsement from the British Dental Industry Association, British Academy of Cosmetic Dentistry, British Dental Bleaching Society, British Society of Dental Hygiene and Therapy, British Association of Dental Nurses, and British Association of Dental Therapists.

Edmund Proffitt, BDIA Chief Executive, says: “The British Dental Industry Association is delighted to be supporting Safe Smiles. With ever growing interest in cosmetic dental work, the dental industry feels that it is very important that patients can achieve a healthy smile in a safe environment. Be it orthodontic work, tooth whitening or any other aesthetic dental treatment, working with trained dental professionals within a dental practice is a great way to get safe and effective treatment.

“With some unsafe and unregulated online and ‘do-it-yourself’ treatments available, and unfortunately, a number of unregulated practitioners offering treatments, we thoroughly recommend that patients engage directly with dental professionals to get the best, safest healthy smile.”

Jacqui Elsden, BADN President: “We’re thrilled to be supporting safe smiles. With the rise in popularity of unsafe do it yourself treatments and unregulated providers, we hope that this campaign will help patients become more aware of these dangers and think twice before they purchase them. We recommend that patients engage in this initiative and take steps to safely pursue treatment options.”

Zaki Kanaan, Chairman of the British Dental Bleaching Society: “There is no doubt that one of the most common cosmetic dental procedures that is carried out routinely in dental practices is tooth whitening. Done properly, by a dental care professional, tooth whitening is one of the least invasive ways to improve one’s smile. This popularity has led to the growth of direct-to-consumer options that often get around the legality by using non-peroxide based products that not only have little to no efficacy in whitening one’s teeth but many OTC products are in fact harmful to teeth and their surrounding structures. Members of the public seeking OTC products are leaving themselves open to harm with virtually no recourse when things go wrong.  Over many years at The British Dental Bleaching Society we have been striving to highlight to the public this exact issue and we therefore fully support The Safe Smiles Campaign.”

A special toolkit has been created to help dental professionals support the campaign and share the importance of safe dentistry.

The toolkit is available on the campaign website at


  1. ORAL HEALTH FOUNDATION (2020) ‘National Dental Survey’ Atomik Research. UK. Sample 2,004.