Children's oral health in the UK has reached breaking point. One in six children aged 10–11 has already experienced tooth decay in their permanent teeth. In 2024–25 alone, more than 21,000 children aged 5–9 in England were admitted to hospital because of tooth decay – the number one reason children in this age group are hospitalised.

ORDO believes children's oral care products should be accessible for every family. That's why the company is calling on the government to remove the 20% VAT currently applied to children's toothbrushes and toothpaste. These are everyday essentials, not luxury items, and they play a vital role in preventing disease from an early age.

Dental professionals consistently champion prevention and early intervention. You see how good daily oral hygiene can reduce decay, limit the need for invasive treatment, and improve long-term oral health outcomes. Yet while children's clothing and nappies are VAT-exempt, the basic tools needed to prevent tooth decay are not.

Removing VAT on children's oral care products won't solve the crisis on its own, but it is a practical step that would make prevention more achievable for families across the UK. It sends a clear message that children's oral health matters and deserves the same consideration as other basic needs.

To push this forward, ORDO has launched an official government petition calling for the removal of the ‘tooth tax'. Reaching 10,000 signatures will require the government to formally respond. Visit https://petition.parliament.uk/petitions/746402 to sign the petition and join Ordo in protecting the Teeth of Tomorrow.

More on this story: https://www.nature.com/articles/s41415-025-9497-2.