A leading toothpaste brand recently claimed that 370 districts in 23 Indian states are exposed to high levels of fluoride in drinking water and families to switch to fluoride-free toothpaste for better health.
Published Mar 22, 2025 | 7:00 AM ⚊ Updated Mar 22, 2025 | 7:00 AM
Synopsis: A leading toothpaste brand’s recent advertising to promoted fluoride-free products, claiming high fluoride levels in drinking water across India. Health experts have strongly criticised the campaign, warning that misinformation about fluoride could harm children’s dental health. Despite past issues with fluorosis, fluoride in toothpaste remains a safe, essential tool in preventing tooth decay when used correctly.
For many, the word fluoride may bring up a painful past. Fluorosis, a condition caused by excessive fluoride intake, primarily through contaminated drinking water, was once rampant in the country.
Efforts to provide safe drinking water in the last few decades have significantly improved the situation. But the lingering association between fluoride and disease persists.
Many still believe fluoride leads to dental and skeletal issues, as well as problems affecting the thyroid, gastrointestinal system, and reproductive health.
Tapping into this fear, a leading toothpaste brand recently placed a full-page advertisement on the front page of a national newspaper.
It claimed that 370 districts in 23 Indian states are exposed to high levels of fluoride in drinking water. The advertisement urged families to switch to fluoride-free toothpaste for better health and prominently featured two of the company’s products.
In its statement, the company promoted the benefits of its fluoride-free toothpaste, saying it prevents plaque build-up, keeps gums healthy, freshens breath naturally, protects enamel, and strengthens teeth – without harsh chemicals. It also claimed the toothpaste protects against germs.
This approach mirrors a widely used advertising tactic known as ‘fear appeal’ – a strategy designed to persuade consumers by highlighting potential threats to their health or wellbeing.
By focusing on the perceived dangers of fluoride, the brand effectively used this fear-based messaging to market its products. But health experts were not impressed.
Fluoride is a naturally occurring mineral and a key ingredient in most toothpaste for good reason. It helps strengthen tooth enamel, making it more resistant to acid attacks from plaque bacteria, and supports remineralisation, which can reverse early signs of decay.
Toothpaste with fluoride has been shown to reduce cavities more effectively than fluoride-free alternatives. Dental associations worldwide recommend fluoride toothpaste for both adults and children to prevent tooth decay.
Experts stress that fluoride in toothpaste is the most accessible and reliable way to strengthen teeth – especially for children.
“Fluoride at 1000 parts per million (ppm) is the recommended concentration for children’s toothpaste. Even for adults, a minimum of 1000 ppm is essential. Fluoride helps prevent demineralisation, aids in remineralisation, keeps enamel intact, and protects teeth from decay caused by harmful bacteria,” said Hyderabad-based paediatrician Doctor Sivaranjani Santosh, speaking to South First.
She added that children under three should use only a rice grain-sized smear of toothpaste. After age three, a pea-sized amount is recommended. At these levels, fluoride is not toxic.
“Unfortunately, some influencers are collaborating with brands to spread fear about fluoride-containing toothpastes, falsely claiming they cause fluorosis. This is criminal! Such misinformation is permanently damaging children’s dental health,” said Doctor Sivaranjani.
Doctor Santosh further expressed alarm at the growing number of misleading advertisements: “I do not know what is happening in our country anymore. Anyone can advertise anything, hiding behind disclaimers that are barely visible to the naked eye. Newspapers and television channels protect themselves with similar disclaimers.”
She continued, “What about the millions of people who do not realise these are just advertisements, not verified information? Who is going to regulate brands that falsely promote products as ‘healthy’ when they could actually harm children? More importantly, who will stop doctors, nutritionists, and fitness influencers from endorsing products that could negatively impact children’s health?”
Experts advise consumers to choose toothpaste bearing the American Dental Association (ADA) Seal of Acceptance, which ensures the product contains effective levels of fluoride and has been tested for safety and effectiveness.
The fluoride concentration in most toothpaste is safe for adults and older children when used correctly – brushing under supervision and spitting out after use. For younger children, adult supervision is essential to prevent accidental ingestion.
While fluoride toothpaste offers significant benefits in preventing tooth decay, its proper use – especially among young children – is key to avoiding any risk. Experts warn that misinformation and fear-driven marketing may do more harm than good.
(Edited by Dese Gowda)
