A campaign led by ORDO, in collaboration with the Dental Wellness Trust and the Oral Health Foundation, is calling on the government to remove VAT from children’s oral hygiene products.
With 4.3 million children living in relative poverty in the UK1, campaign partners argue that removing VAT on these everyday items would ease financial pressure on families and help address widening inequalities in children’s oral health.
A new survey of 2,000 UK parents with children under 16 – commissioned in October 2025 by ORDO – found that:
- 4 in 5 (85%) agree children’s toothbrushes and toothpastes should be VAT-exempt.
- Half (50%) say the cost of these products has become unaffordable — a view consistent across income brackets.
- 4 in 5 (82%) believe making children’s oral care products tax-free would help prevent dental complications.
- Almost half (49%) say their children have required medical attention for an oral health issue in the past year, with Greater London most affected (60%).
Government data underscores the scale of the problem: one in six 10–11-year-olds have already experienced tooth decay in their permanent teeth2 – leading to pain, missed school days, and long-term health effects. In 2024-2025 alone, 21,162 children aged 5 to 9 in England were hospitalised for tooth decay, making it the leading cause of hospital admissions for the age group3.
The North West (27%) and London (24%) show the highest rates of untreated dental decay among five-year-olds4, exposing a deep regional health divide.
A call for action: Removing the ‘Tooth Tax’
The campaign coalition, led by ORDO, is urging the government to abolish the so-called ‘tooth tax’ and bring children’s toothbrushes and toothpaste in line with other zero-rated essentials such as clothing and nappies.
The petition aims to secure 10,000 public signatures over the coming months to trigger an official Government response; the first step towards achieving full VAT exemption on children’s oral care products.
Barty Walsh, Founder and CEO of ORDO, commented: “ORDO is proud to unite this passionate collective to spotlight a growing issue affecting families nationwide – and to launch a petition calling for meaningful change. The stories we’ve heard from dental professionals, charities, and local authorities underline the urgency of the situation: too many families are struggling to access essential oral care products. Every child deserves the basic tools for a healthy start in life. Oral care isn’t a luxury – it’s a necessity.”
Dr Linda Greenwall, Charity Founder of the Dental Wellness Trust, said: “Preventable tooth decay remains the leading reason for hospital admissions among children in the UK.5 This is a public health challenge that disproportionately affects our most vulnerable families, deepening health inequalities.
“Poor oral health often leads to significant pain and discomfort for children, impacting their ability to eat, sleep, and concentrate at school, and for many leading to a loss of confidence that can affect their social development and wellbeing.
“Removing VAT from essential oral hygiene products would be a hugely impactful step, and it’s clear that there is overwhelming public support for this move.”
Dr Tom Owen, dentist with experience supporting NHS patients in the North West, commented: “In recent years, I have seen first-hand the devastating impact of poor oral health on young children and their families. It’s clear from the statistics that this is a huge issue for families in the North West, with half of parents reporting that their children have required medical attention for an oral health issue in the past year. Many of these cases are entirely preventable with proper oral hygiene, but cost remains a significant barrier for too many households.”
Dr Nigel Carter, OBE, Chief Executive of The Oral Health Foundation, said: “Children experiencing dental problems is a national crisis, which is worsened by too many families facing financial barriers to buying essential products like toothbrushes, with almost half of UK parents agreeing that children’s oral care products are now unaffordable.
“This petition provides a crucial opportunity for people across the UK to collectively show the government that oral care products should be accessible to every child. We are passionate about amplifying the message that basic oral health is a right, not a luxury.”
To sign the petition and support the campaign to axe the tooth tax, visit the landing page on the UK Government and Petitions website: Abolish the ‘tooth tax’: remove VAT on children’s toothbrushes and toothpaste.
References:
1: 4.3 million children live in relative poverty in the UK – House of Lords Library, April 2024
https://lordslibrary.parliament.uk/child-poverty-statistics-causes-and-the-uks-policy-response/
2: One in six 10–11-year-olds have already experienced tooth decay in their permanent teeth. The 2023 Oral Health Survey of Year 6 children in England, hosted on gov.co.uk https://www.gov.uk/government/statistics/oral-health-survey-of-children-in-year-6-2023-detailed-report/detailed-findings-of-year-6-oral-health-survey
3: Tooth decay leading cause of hospital admissions among young children – NHS England, Royal College of Surgeons of England
4: Is poor dental health in children equally common across England? – Nuffield Trust analysis of ONS Geography and National Dental Epidemiology Programme (NDEP) for England: oral health survey of five-year-old schoolchildren in 2024
5: Tooth decay remains the leading cause for hospital admissions among 5 to 9 year olds in England, according to data published by NHS England (Sep 2024) https://www.rcseng.ac.uk/news-and-events/media-centre/press-releases/fds-dental-admissions-sept-24/
6: More than a third of children have rotting teeth in Luton – Office for Health Improvement and Disparities, 2023-24
