Celebrity dentists ‘breach’ new rules

The nation’s most powerful influencers and a group of celebrity dentists are in the firing line after their promotions on social media sites were reported to the medical regulator.

Married at First Sight identity Sarah Roza

The nation’s most powerful influencers and a group of celebrity dentists are in the firing line after their promotions on video platform TikTok and other social media sites were reported to the medical regulator for allegedly breaching strict new rules on spruiking health products online.

Influencers who have shared glowing testimonials of their blinding white teeth after receiving veneers, Invisalign or other treatment are accused of promoting clinics in exchange for payment or free treatment.

Dental clinics that service a revolving door of famous faces including reality TV stars and high-profile influencers have also been pulled up for their advertising, which capitalises on TikTok trends including dances and snappy clips to appeal to young people.

The strict new rules, which came into effect at the start of July, have put celebrity wellness culture and the medical regulator on a collision course, turning the nation’s $2.2bn dentistry industry into a legal minefield for the Therapeutic Goods Administration.

A dossier of more than 40 reports detailing alleged breaches submitted to the TGA by a concerned member of the dentistry profession, who has chosen to stay anonymous for fear of reprisals, has been obtained by The Australian. About 35 influencers – and several dental clinics – have been reported to the TGA for alleged breaches, the documents reveal.

Another clinic has been flagged for its slick marketing campaign that features more than 50 influencers, including MAFS identities Sarah Roza, Tash Herz and Jessika Power, and AFL player turned Love Island contestant Mitchell Hibberd.

A third clinic has been reported for allegedly misleading comments claiming that it was a myth that veneers damaged enamel and that they were “minimally invasive”.

The new TGA advertising code prohibits any advertisement that “encourages, or is likely to encourage, inappropriate or excessive use of the goods” and generally outlaws testimonials from social-media influencers. It has long been a widely accepted practice in the industry that celebrity dentists provide famous clientele with complimentary or discounted dental work in exchange for sharing glowing reviews online.

MAFS contestant Roza told The Australian she had paid for her procedure – a full set of porcelain veneers, which can cost up to $20,000 – and consented to her image being used in online marketing because she had a “really great relationship” with the clinic.

“I think there are definitely two camps: the well-informed and people that are doing the right thing and then the camp that are cash-grabbers,” she said.

“Hopefully (the code) helps to stamp these cowboy antics out.”

When contacted about her post about her veneer treatment, fellow MAFS star Herz, also known as Natasha Fabrizi, told The Australian she was in the bath and said “I’m not going to comment without chatting” to the clinic first.

Blurton’s management said she was away working on a “confidential” project and did not have access to her phone or email.

The clinics told The Australian they were confident they were acting in accordance with the new regulations and that only a small proportion of treatments were purely done for cosmetic enhancements.

Technology lawyer Malcolm Burrows from Dundas Lawyers said the industry had become known for being the “wild west” but the new code would help.

King Wood and Mallesons partner Suzy Madar, who is assisting health companies comply with the new code, said there remained confusion in the industry as to what the new rules meant.

“Compliance is not straightforward and it is important to get advice about it as there are some fine distinctions between a therapeutic good and a cosmetic in addition to the distinction between an endorsement and a testimonial,” she said.

The TGA said it could not comment on “compliance activities including active investigations about individual businesses”.