New research shows over half of young children admit to fibbing about brushing their teeth

More than half of young children in the UK admit to fibbing to parents about brushing their teeth, according to new research from Bupa Dental Care – showing the daily brushing battles faced by families and the impact rushed routines can have on oral health and dental anxiety.

A nationwide study of 1,000 parents and 1,000 children aged three to 10 found:

• 56% of children admit to fibbing about brushing their teeth
• 41% brush for a minute or less, despite guidance to brush for two minutes, twice a day
• 13% of children feel anxious about visiting the dentist, rising to 22% of parents.

The findings come as tooth decay remains one of the leading causes of hospital admissions among young children in England (NHS, 2024), underlining how brushing habits and attitudes to dental care formed early in life can have lasting consequences.

Brushing routines and dental anxiety

Nearly half of parents (46%) say they worry their child is not brushing effectively, while 29% are concerned their child is not brushing for long or often enough. When brushing feels rushed or becomes a battle, it can also affect how children feel about visiting the dentist.

Among children who report feeling anxious, common triggers include dental equipment (52%), loud noises (46%), bright lights (34%) and fear of the dentist themselves (27%).

Parental anxiety also plays a role. Nearly one in five children (18%) say a parent’s nerves make them feel more anxious, while 22% of parents admit they feel nervous too, which is often linked to worries about pain or previous experiences.

Helping children feel calmer and more confident

In response, Bupa Dental Care has launched The Dentist’s Apprentice, a new children’s storybook written by award‑winning author Jennifer Gray, designed to help children understand what happens at the dentist and reduce fear of the unknown.

Reading stories with children can play an important role in helping them manage worries and understand their feelings. More than nine in 10 parents (93%) believe story time can help children deal with fears or anxieties, while more than half (54%) say reading together helps calm their child down. Almost half (48%) also say their children learn from the characters in the books they read.

The story follows an anxious crocodile through a step‑by‑step dental visit, helping children feel informed, reassured and in control. An accompanying audio version is voiced by JLS member Aston Merrygold, singer and father of three, who also shares his own experiences of navigating brushing battles at home.

Aston Merrygold, member of British boyband JLS, said: ‘Brushing teeth can feel like a daily battle in many households, especially when you’re trying to make sure little ones brush for long enough. At home, I try to keep it fun, using music, brushing together and sticking to routines. Making brushing enjoyable really helps, and it makes a big difference when it comes to visiting the dentist too.’

The book is available in Bupa Dental Care practices and can be read before or during appointments to support conversations between dental teams, children and parents.

Building healthy habits early

Mark Allan, general manager at Bupa Dental Care, said: ‘The Dentist’s Apprentice is a completely charming story, which is focused on helping younger patients feel more comfortable and confident when visiting the dentist. We hope it does exactly what we set out to achieve – supporting children, parents and clinicians by making dental visits feel less daunting and more familiar. By helping children understand what to expect and build confidence early on, we can play an important role in shaping positive lifelong habits around oral health.’

Dr Neil Sikka, director of dentistry at Bupa Dental Care, commented: ‘A lot of habits that shape how children look after their teeth – and how they feel about the dentist – start early in life. If brushing feels invasive or unpredictable, little ones can start to feel anxious – especially if they don’t know what to expect at the dentist.

‘Supporting children to feel prepared, calm and confident plays a key role in prevention and in building positive, long‑term attitudes towards dental care.’

Reference

1. NHS Digital. (2024). Hospital Admitted Patient Care Activity, 2023–24. NHS England. https://digital.nhs.uk/data-and-information/publications/statistical/hospital-admitted-patient-care-activity/2023-24

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This article is sponsored by Bupa Dental Care.