SmileDirectClub And The 65,000 Gaps In UK Dental Regulation
When SmileDirectClub arrived in the UK in 2019, it presented itself as a modern, affordable solution to crooked teeth. The adverts were glossy, the Instagram campaigns relentless, and the promise of clear aligners without long waiting lists drew in thousands of patients. The reality of how the business operated soon raised concerns within the dental profession. The British Dental Association revealed that only five registered dentists were responsible for the care of around 65,000 UK patients (BDA). This statistic made one thing clear. Oversight was minimal, yet the number of patients treated was vast.
Warnings From The British Dental Association
The BDA had expressed concerns long before the company collapsed. Their view was straightforward. Aligning teeth without a full in-person dental examination put patients at risk of permanent harm. Gum disease, hidden cavities, or bone loss cannot be identified through a photograph or impression kit sent in the post. The association stressed that treatment without these checks could lead to loose teeth or even tooth loss. The figure of five dentists compared with tens of thousands of patients symbolised how stretched the system really was, and why regulatory scrutiny was urgently needed.
Despite repeated calls for tighter rules, regulators were slow to respond. The General Dental Council received complaints, and the Care Quality Commission was asked to investigate, yet the system lacked the clarity and speed to provide meaningful protection. Patients continued to sign up, often unaware of the limited clinical oversight involved. By the time SmileDirectClub filed for bankruptcy in 2023, the gap between what patients expected and what they actually received had already caused significant damage. The collapse left many stranded midway through treatment, with no clear pathway for refunds or clinical support.
Why Regulation Matters In Dentistry
Dentistry is not simply cosmetic. It is a branch of healthcare where interventions must be safe, evidence-based, and professionally supervised. Mail-order models created the impression that teeth could be moved safely outside this framework. The absence of consistent regulation meant patients were not guaranteed the same level of protection they would receive in a dental surgery. It highlighted the weakness in relying on consumer law alone, rather than the stronger safeguards that exist within clinical practice. The lesson is that dental treatment delivered outside professional oversight can never be separated from risk.
Looking Ahead For UK Patients
The SmileDirectClub case should serve as a turning point. It showed how quickly a business can grow by using social media and digital advertising, while at the same time bypassing the structures designed to keep patients safe. Stronger regulation would ensure that every provider offering aligner treatment is subject to the same clinical standards, no matter how the product is delivered. Patients deserve transparency about who their dentist is, how many cases they are managing, and what support is available if problems arise. Without this clarity, the risk of another collapse cannot be ruled out.
The 2019 collapse of SmileDirectClub revealed more than a failed business model. It exposed gaps in regulation that left patients vulnerable and dentists concerned. Five dentists overseeing 65,000 cases became the number that defined the problem, and it is a number that should not be forgotten. For patients in the UK, the lesson is simple. Safe treatment requires professional oversight, accurate diagnostics, and a system of regulation that protects people before marketing does.
