Teeth of Tomorrow: Why We're Campaigning to Scrap the Children’s 'Tooth Tax'
At ORDO, we believe every child deserves a healthy smile, but right now, that vision is in jeopardy.
Across the UK, millions of children are growing up without access to the basic oral care products they need. Families are being priced out of prevention. Kids are ending up in hospital for tooth extractions caused by decay that could have been avoided. This challenge is made more difficult by a policy that we believe can and should be changed: VAT on children's oral care products.
That’s why we’re launching the Teeth of Tomorrow campaign, a nationwide mission to scrap the ‘tooth tax’ on children’s products and make oral health a right, not a privilege.
The State of Children’s Oral Health in the UK.
You may be surprised to learn just how widespread the problem is:
- One in four five-year-olds in England already show signs of tooth decay
- One in six 10–11-year-olds have decay in their permanent teeth
- Over 47,000 tooth extractions were performed on under-19s in just one year
- Two-thirds of those extractions were caused by preventable decay
- It costs the NHS £40.7 million per year—and it’s rising
These numbers reflect a national health crisis, and behind every statistic is a child whose quality of life is affected.
Our Mission: Lifting the Tax on Prevention.
We call it the ‘tooth tax’: a 20% VAT charge on children’s toothbrushes and toothpaste. This means that while books, medicine, and even cakes are tax-free, the very products that promote health and wellbeing in kids are still treated as luxuries.
It’s a policy that disproportionately affects low-income families, particularly the 4.3 million children currently living in relative poverty across the UK.
This must change.
Our Solution: Teeth of Tomorrow.
We’ve launched the Teeth of Tomorrow campaign to call on the UK government to:
· Abolish VAT on children’s oral care products
· Make preventive oral care more accessible to every family
· Protect the long-term wellbeing of the next generation
And we’re asking you to help us make that happen.
Add Your Name: Sign the Open Letter.
We’re rallying individuals, retailers, healthcare leaders, and community advocates to unite behind one message:
How can you help?
Sign the Open Letter to demand the end of the children’s tooth tax.
What We're Already Doing.
At ORDO, we’re not just talking, we’re taking action.
- We’ve designed affordable, high-quality oral care products with real families in mind
- We donate thousands of toothbrushes to children who need them most
- We visit schools, offer free education, and support community clinics in areas hardest hit by dental inequality
- We proudly support the Dental Wellness Trust, helping deliver care where it's needed most
But we can't fix this alone. This campaign is our rallying cry for us all to pull together to make lasting change.
Why Oral Health Is Everyone’s Business.
Oral health doesn’t exist in a vacuum. It's tied to nutrition, school attendance, confidence, overall health, and long-term opportunity.
When we fail to invest in prevention, we pay the price elsewhere, in hospital beds, classroom disruption, and lifelong health complications.
Removing VAT is one small step that will make a real difference to children’s lives.
Be Part of the Change.
Together, we can build a future where no child suffers because they couldn’t afford a toothbrush. Where prevention is prioritised, not priced out.
This isn’t just a campaign. It’s a movement.
Follow our Journey on Instagram and TikTok
Let’s protect the Teeth of Tomorrow - starting today.
