Every product that is submitted through the Oral Health Foundation Accreditation Scheme is checked independently by dental experts.

The purpose is to ensure that the product’s marketing claims are fair, accurate, and supported by reliable evidence.

Manufacturers must show proof for every claim they make - whether that is helping to protect gums, fight decay, freshen breath or anything else.

Our experts review the product information submitted and assess the claims against scientific evidence.

When we assess a product, we look for:

• Evidence that supports the claims being made.

• Clear and honest wording that does not mislead the public.

• Responsible marketing that reflects what the product can genuinely do.

If the claims are supported, the product can display the Oral Health Foundation accreditation logo. If not, the brand must update its evidence or wording before trying again.

Accreditation is not a judgment about whether a product is “better” than another. It simply confirms that the product does what it claims to do and that shoppers can trust the statements on the packaging and in advertising.

Once a product is accredited, we continue to monitor it. If marketing wording changes or new claims are added, these must also be checked to make sure they remain accurate.

The process protects the public, encourages clear and honest marketing, and helps people choose oral care products with confidence.