Misleading online oral health information is widespread across social media platforms and web searches, yet direct evidence showing it changes patient behavior or clinical outcomes remains scarce, according to a scoping review published in BDJ Open. The study, which analyzed how online misinformation is defined and reported, found that while aesthetic trends and DIY remedies attract heavy user engagement, researchers have established few causal links between viral dental claims and actual patient harm.
The Scope of Misinformation and Platform Trends in Dentistry
Healthcare misinformation involves false, unverified, or misleading claims that shape public perception and patient choices, spreading quickly through social media algorithms. According to the BDJ Open scoping review, dentistry is especially vulnerable due to its close ties to aesthetic trends and home treatments. Marketing claims in this sector often face less stringent regulation because certain dental products, such as specific toothpastes in Australia, are classified as cosmetics. These promotions gain rapid visibility on platforms like Instagram, potentially fostering mistrust in professional care or generating dental anxiety around topics like root canal treatments and fluoride.
Did you know? YouTube appeared in 34.4% of the studies reviewed, making it the most analyzed platform for oral health content, while Instagram accounted for 27.9% of the research, primarily focusing on aesthetic marketing and fluoride narratives.
Methodology and Key Content Themes Identified in the Review
Researchers adopted a scoping review approach to capture varied terminology and models across multiple online platforms, retrieving 864 records by the final search date of June 26, 2025. Out of those records, only 61 studies met the inclusion criteria for assessing misleading, false, or unsupported claims in English. The authors distinguished between misinformation and related measures like information quality, reliability, readability, promotional framing, and regulatory compliance, noting that poor-quality information is not automatically false. Content themes varied widely, with fluoride and water fluoridation appearing most frequently, followed by root canal treatments, cosmetic dentistry, and do-it-yourself (DIY) remedies featured on TikTok and YouTube.
Evaluating Engagement Versus Quality and Patient Impact
Across the reviewed platforms, information quality and user engagement metrics did not move together. According to the findings, the posts that received the most views, likes, or shares were not necessarily those that scored higher on quality assessment tools. A substantial share of problematic content stemmed from promotions featuring exaggerated claims regarding professional credentials, dental implants, whitening, and aligners. Furthermore, patient-level evidence was rare: only 29 studies mentioned patient behaviors or health-related outcomes, and just 17 described harm or delayed care, leaving most concerns categorized as plausible hypotheses rather than established causal effects.
Evidence Gaps and Recommendations for Future Dental Health Research
The review highlighted critical gaps in current literature, noting that very few studies have directly examined whether exposure to online oral health information influences patient behavior, dental visits, or treatment delays. Researchers also found limited evidence comparing interventions across different online platforms or testing strategies to counter misinformation. To address these issues, the included studies recommended that public health agencies, social media platforms, and professional associations collaborate to create clear, evidence-based resources, improve regulatory oversight, and present professional guidance in formats tailored to individual online platforms.
Frequently Asked Questions
What is oral health misinformation?
Oral health misinformation refers to false, misleading, or unverified claims regarding dental treatments, hygiene products, or procedures that can influence public perception and patient decision-making.
Which social media platforms have the most dental misinformation research?
According to the BDJ Open review, YouTube was the most studied platform at 34.4% of papers, followed closely by Instagram at 27.9%, which largely centered on aesthetic marketing and fluoride narratives.
Does online dental misinformation directly harm patients?
Direct evidence showing that online misinformation changes patient behavior or clinical outcomes remains limited, with most existing research treating patient-level effects and harm as plausible hypotheses rather than proven causal outcomes.
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