The Story of White Smiles: Evaluation of Teeth Whitening Videos on the TikTok Platform

Aim: The aim of this study was to assess the reliability and quality of information in TikTok videos about teeth whitening. Material and Methods: The TikTok search for teeth whitening videos was conducted in English. The search tags were “#teethbleaching”, “#toothbleaching,” “#teethwhitening,” and “#toothwhitening.” Of the 400 videos viewed, 143 were evaluated in the study. Data on the videos (number of views, video duration [sec], days since upload, number of likes, number of comments, number of shares, usefulness score [USs], modified DISCERN score [MDs], Global Quality Scale score [GQSs]) were determined. The quality, reliability, and usefulness of the videos were assessed using the GQS and mod-DISCERN scale usefulness measurement tools. The data were analyzed using the R package, Kruskal–Wallis test, Dunn’s test, and Spearman’s correlation (p<0.05). Results: For the GQSs, MDs, and USs, the 16–30 sec group median value was higher than the 0–15 sec group median value (p=0.01, p=0.011, p<0.0001, respectively). For GQSs, MDs, and USs the median value for the healthcare professionals group median value was higher than the median value for the layperson group (p<0.001, all scores, respectively). For the GQS and MD educational groups, the median value was higher than testimonial and product advertisement groups (p<0.05). There was a positive and high-level correlation between GQSs and MDs (r=0.835, p<0.001). Conclusions: TikTok videos provide information of low to moderate quality regarding teeth whitening. Information about teeth whitening isn't reliable on the TikTok platform and popular videos don't always have the right and sufficient information.