Seal of Approval relaunched in new promotional campaign

As a dental professional you’ll be well aware that the time you spend treating a patient in your surgery is just one part of their oral health story.  

It’s the time between appointments that also matters greatly – they need a regular oral health regime and, of course, the right dental products to ensure it’s as effective as possible.  

Products like those certified by the ADA as part of its Seal of Approval program, which is being given renewed prominence through a just-launched promotional campaign. 

Launched in 1988 to give quality products the trust they deserve and to give consumers the confidence that their decision to purchase a particular brand would directly benefit their dental health, the Seal of Approval represents authoritative approval from Australia’s dentists.  

Products are assessed on a case-by-case basis, with each item submitted to an expert panel of your peers who evaluate and test it to ensure it aligns with Australian standards and works exactly as advertised by the manufacturer.  

If it does, it joins a select group of dental products including toothbrushes, toothpastes, mouthwashes and flossers, all of which can be trusted to deliver the high-level care of oral healthcare you want and expect for your patients. 

Funds raised go to a good cause 

All the money made through the Seal of Approval program is set to the ADA Dental Health Foundation (ADA DHF).  

The primary goal of the ADA DHF's volunteer dental programs is to assist clients in accessing dental health services that they may not have ready access to otherwise, having provided pro bono dental care to the value of $1.254M in FY24. Clients are referred to one of these programs by a not-for-profit charity or service that supports them for things such as domestic & family violence / accommodation services, drug and/or alcohol rehabilitation, those affected by mental health conditions, and support for those experiencing homelessness.

What does the campaign involve? 

A key objective of the new campaign is to promote to consumers that over-the-counter products with the Seal of Approval have been certified as meeting the oral health benefits claimed, and that they can have confidence using these products as part of an oral health regimen. 

The consumer-facing part of the campaign will stress that a product bearing the Seal of Approval: 

• has undergone research and evaluation. 
  
  
• has had its advertising claims verified. 
  
  
• meets certain standards for safety and effectiveness. 

In tandem with this, the ADA is promoting Seal of Approval to dental product companies as a way to help them stand out in a crowded market, giving them a competitive advantage with patients who will increasingly trust the certification as a sign of quality and efficacy. 

The industry-facing part of the campaign will promote the fact that: 

• Seal of Approval certifications means strengthened trust in the brand. 
  
  
• Increased confidence on the part of consumers. 
  
  
• A competitive advantage over rival products. 

Finally, of course, it is to help members, and their dental teams have confidence in recommending a particular product or treatment that they can be assured that they are giving their patients products that will act as advertised.  

In tandem with the oral health resources of teeth.org.au, this means patients can be confidently given verified products and information certified by Australia’s dentists.