Oral care challenger Ordo has called on the government to abolish the 20% VAT on children’s dental hygiene products – amid what it claims is a deepening crisis in children’s oral health.
The brand has issued an open letter to health secretary Wes Streeting and Chancellor Rachel Reeves, in which it demands that children’s essential oral care products including toothbrushes, toothpaste and mouthwash be zero-rated for VAT – in line with kids’ clothing and nappies.
“In the UK today, 4.3 million children live in relative poverty, and many families simply cannot afford the basic tools for oral hygiene. That’s a stark and unacceptable reality,” it reads.
“One in four five-year-olds in England already show signs of tooth decay, and now it’s starting to affect their adult teeth, too. One in six 10 to 11-year-olds have already experienced tooth decay in their permanent teeth. This isn’t good enough. Oral health is intrinsically linked to our overall health and if we don’t fix this now, future generations will pay the price.”
The letter goes on: “Every child deserves a healthy smile, and financial barriers should never stand in the way. Right now, families are forced to pay 20% VAT on essential children’s oral care products. That’s not just unfair – it’s a penalty on prevention. All children should have access to the basic tools to protect their health.”
Ordo’s campaign is supported by Dental Wellness Trust, a UK charity that raises awareness of the importance of children’s oral health.
Should its call be heeded, Ordo – which regularly provides education and free toothbrushes to children in underprivileged areas – has pledged to pass on the entirety of the cost saving to shoppers.
“The data on children’s oral health shows we’re at a crossroads – and now is the time for proactive intervention,” said Barty Walsh, co-founder & CEO of Ordo.
“This isn’t about placing blame – it’s about recognising that applying 20% VAT to vital products for children creates an unnecessary financial barrier for families. By making this policy change, the government can ease that pressure and begin to make a lasting, positive impact on children’s health across the country.”
Linda Greenwall, dentist and founder of Dental Wellness Trust, added: “Preventable tooth decay remains one of the leading reasons for hospital admissions among children in the UK. This is a public health challenge that disproportionately affects our most vulnerable families, deepening health inequalities.”
Cutting VAT to 0% on kids’ dental hygiene products “would be a hugely impactful step”, she said. “It would demonstrate a commitment to prevention by easing the financial burden on families, helping ensure every child has the best possible start in life.”
In July, Ordo was named Health & Beauty Brand of the Year at The Grocer Gold Awards. Judges praised the fast-growing brand for being “disruptive, sustainable, beautiful and going places”.
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