Just because they sell it doesn’t mean you should use it: Marketing traps clinicians should be aware of

You’ve surely walked down the drugstore aisle and seen a scaler that your patients can use at home or scrolled by an ad on social media with unbelievable before-and-after photos of a so-called whitening product consumers can apply. If a patient asked you about these products, you’d likely tell them that they are not only ineffective but also possibly dangerous, so they shouldn’t waste their money. But are there products sold to dental professionals that are just as ineffective—or even dangerous? 

As licensed health-care professionals, we must do our homework before blindly using something. And by homework, I don’t mean just looking at the marketing claims or sometimes even the “studies” a company puts out. We need to look for independent research and sometimes conduct our own, what I like to call, bathroom science. 

Rinses, toothpastes, and more 

Navigating home-care products in the drugstore aisle is quite a minefield. You’re inundated with new releases all the time, and it’s hard to know what’s helpful or harmful. We tend to stick with the products we know and trust. But if you’vebeen in dentistry a while, some of those tried-and-true products have changed their formulations, making them less effective. I was shocked when testing the pH of a dry mouth rinse I once loved to find it’s now acidic!  

Instruments 

When lecturing on instrumentation, many clinicians are surprised to learn that plastic and carbon instruments are no longer recommended for implant care. Not only are they ineffective (I mean seriously, have you ever removed calculus with one of those?) but they can leave behind debris. Stick with a high-quality, medical-grade titanium instrument for calculus removal on implants instead.  

Certain cleaners 

In my research on cleaners and disinfectants, I have discovered there are products marketed to dental professionals that aren’t safe for our instruments and equipment, or are ineffective on the pathogens we need to kill. It’s important to read the instructions for use (IFUs) for your equipment and instruments to see what products are compatible, so you don’t destroy them.

Cleaning agents can also affect the integrity of plastics, rust metals, or break down mechanics. If using a wipe or spray to disinfect your operatory, it must appear on both the EPA List B for tuberculosis and the List S for bloodborne pathogens to be considered an intermediate-level disinfectant. Again, don’t trust the marketing. 

Copycat products 

This is an interesting one. To bring something new to the market takes a lot of work on behalf of a company. Long before you see your first ad, clinical research and perhaps FDA clearances need to happen; the product or device must prove to consumers that it works. 

Then come the copycats. While I’m all for choice, the competing product isn’t always equal or even researched. Pay attention to what research companies are citing. Often, the follow-on product will just cite the first product. But is their version exactly the same? How do you know if it’s as effective? 

Equipment without IFUs 

In our global economy, you can buy stuff from anywhere in the world. It’s amazing. But you need to be on the lookout for FDA approval when it comes to medical equipment. Things like handpieces must have IFUs that allow for proper sterilization between every patient. If a product is missing reprocessing instructions, you can’t use it, no matter how affordable or sturdy it seems.  

It’s easy to get dazzled by shiny packaging or trust something just because it’s been in your op drawer since the early 2000s. But as clinicians, we don’t get the luxury of autopilot. Our patients count on us to know what works, what’s safe, and what’s worth ditching altogether. 

So ask questions. Dig deeper than the brochure. Check the IFUs. Look for real research. And when all else fails, break out a little good- old-fashioned bathroom science, because at the end of the day, the dental aisle and even our own supply catalogs can be a bit of a minefield. 

Our job isn’t to buy what’s sold—it’s to choose what’s sound. Just because it’s on the market doesn’t mean it belongs in your operatory. 

Editor's note: This article appeared in the March 2026 print edition of RDH magazine. Dental hygienists in North America are eligible for a complimentary print subscription. Sign up here.