ORDO has launched a national campaign urging the UK government to remove VAT from children’s oral care products, arguing they should be treated as essential items rather than taxed consumer goods.
Working alongside the Dental Wellness Trust and the Oral Health Foundation, the company says items such as children’s toothbrushes and toothpaste should be zero-rated, similar to children’s clothing and nappies. Campaigners argue the current 20% VAT places added financial pressure on families, particularly as millions of children grow up in relative poverty.
New survey data commissioned by ORDO in October 2025 among 2,000 UK parents shows strong public support for reform. A large majority believe children’s oral care products should be VAT-exempt, while half say rising costs have made these items unaffordable. Nearly half of respondents reported that their children required medical attention for an oral health issue in the past year.
The initiative, titled Teeth of Tomorrow, comes amid ongoing concerns about children’s dental health. Government data shows dental caries remains one of the most common chronic conditions among children, contributing to pain, missed school days and long-term health problems. Hospital admissions for tooth decay continue to strain NHS resources, with higher rates seen in London and the North West.
To push for change, ORDO has united dental professionals, charities and local authorities and launched a petition calling for the removal of VAT on children’s oral hygiene products. The petition aims to reach 10,000 signatures, the number required to trigger an official government response.
Barty Walsh, founder and CEO of ORDO, said the campaign reflects growing concern among families and professionals. “Too many families are struggling to access essential oral care products,” he said. “Oral care isn’t a luxury—it’s a necessity. Every child deserves the basic tools for a healthy start in life.”
Dr Linda Greenwall, founder of the Dental Wellness Trust, said preventable tooth decay remains the leading cause of hospital admissions among children in the UK. She added that poor oral health disproportionately affects vulnerable families and can have lasting effects on children’s wellbeing, confidence and education.
Campaigners say removing what they call the “tooth tax” would be a simple and widely supported step to reduce health inequalities and prevent avoidable suffering among children.