When Marketing Crosses the Line: Why Hismile Has a Trust Problem
Sometimes when it’s hard to believe, there’s a reason for that. Dr Vickers has been asked about HiSmile, numerous times, mostly by younger patients. For years, Hismile has positioned itself as the fresh, disruptive face of oral care. Slick videos. Viral TikToks. Celebrity endorsements. Endless promises of brighter smiles with little effort.
But beneath the polished marketing lies an increasingly uncomfortable question:
Recent reporting by ABC News Verify has exposed a pattern of advertising practices that should concern anyone who values honesty in healthcare marketing.
Fake "Random" Customers?
One of the most damning findings wasn't about whitening products at all.
It was about authenticity.
According to the ACCC, Hismile presented its own employees as if they were ordinary members of the public giving spontaneous product testimonials. Consumers were led to believe they were watching genuine reactions from random shoppers when they were actually watching company staff. Hismile has since paid $138,600 in penalties and admitted the conduct was, or was likely, misleading under Australian Consumer Law.
If a company is willing to manufacture "authentic" testimonials, it inevitably raises questions about everything else in its advertising.
Dressing Up as Dental Professionals
ABC News Verify also reported that Hismile advertisements featured people dressed like healthcare professionals who were not registered dental practitioners. Didn’t want to do the 5-7 years University training to actually become a dentist, like Dr David, Dr Audrey and Dr Jenny?
The Australian Dental Association President, Dr Chris Sanzaro, described the practice as "significantly misleading," saying it trades on the trust that genuine health professionals have spent decades earning.
Consumers naturally place greater confidence in information presented by someone appearing to be a clinician.
Using costumes and clinical settings to imply professional endorsement may generate clicks—but it also risks undermining public confidence in genuine healthcare advice.
AI Magic Isn't Science
Perhaps even more concerning were advertisements reportedly using AI-generated visuals showing severely damaged teeth appearing to heal almost instantly.
Let's be absolutely clear.
There is no toothpaste, whitening product, or cosmetic gel that can regenerate decayed teeth in seconds.
That isn't innovation.
It's fantasy.
The ACCC also alleged that Hismile promoted its Glostik Tooth Gloss product in a way that suggested stains were removed, when the product merely concealed them temporarily.
There's nothing inherently wrong with cosmetic products that temporarily improve appearance.
What's wrong is failing to make that distinction crystal clear.
Consumers deserve accurate expectations—not carefully crafted illusions.
Dentistry Isn't a TikTok Trend
Dentistry is built on evidence.
Diagnosis.
Clinical judgement.
Long-term oral health.
Social media algorithms reward excitement, exaggeration and viral moments.
Healthcare should reward accuracy and consistency.
Those two goals don't always coexist comfortably.
When companies prioritise engagement over honesty, patients are the ones left trying to separate fact from fiction.
Trust Takes Years to Build...
...and seconds to destroy.
Every dentist spends years studying anatomy, pathology, infection control, pharmacology and ethics before they're entrusted with patients' health.
That trust isn't created by wearing scrubs in a marketing video.
It's earned. At Northbridge Dentists, Dr David and Dr Jenny spent a combined 16 years at University. There’s no short-cut for that.
Consumers should expect the same standard of honesty from companies selling oral health products.
The Bottom Line
Innovation in oral care is welcome.
Creative marketing is welcome.
But misleading consumers isn't.
The recent ACCC action and ABC News Verify investigation should serve as a reminder that flashy advertising is no substitute for transparency, evidence and integrity.
When it comes to your teeth, don't ask which product has the slickest TikTok.
Ask which advice you can actually trust.
