Television Advertisements of Oral Health Product Companies in Japan

Objective: The purpose of this study was to review the oral health information provided through television advertisements, and analyze the type of oral health information provided in Japan. Methods: The materials for this study were obtained from information archives of the three major Japanese dental product manufacturers that belonged to the Japan Dentifrice Manufacturers Association. The search period was for 12 years from January 1990 to December 2001. All these television advertisements from these companies have a nation-wide circulation. The content and quality of the information provided was checked against a standard list of topics and coverage. Results: During the 12-year-period, the three companies produced 218 different television advertisements; 57% were advertising toothpastes, 33% toothbrushes, and 12% mouth rinses. The highest proportion of advertisements (60%) was directed to the general population. However, 29% specifically were directed to adults, 7% to older adults, and 6% to children. Thirty-three percent of the advertisements focused on periodontal disease, 29% on dental caries, 11% on teeth whitening, and 10% on preventing halitosis. However, 22% of the advertisements were only product promotion, and did not mention any oral condition and oral health information. Furthermore, only 16 of the 57 toothpaste advertisements (28%) carried information on the role of fluoride in dental caries prevention. Conclusion: Health information through mass media widely influences the population. Therefore updated and accurate information about oral health is necessary for improving oral health. Results of this study indicate that there is relatively little detail information about oral health, especially the role of fluoride in preventing dental caries, through television advertisements in Japan. Such a lack of emphasis may contribute to the continuing low level of fluoride use in Japan.