Advertising of orthodontic appliances on websites in the UK: Do they comply with advertising standards? A cross-sectional study

Orthodontic appliance websites showed poor compliance with ASA CAP Code standards. The majority used descriptive language and words in place of numbers to quantify magnitude, alongside subjective content and unsubstantiated claims, with omissions of treatment risks. These findings raise significant concerns about online orthodontic advertising and its potential impact on informed patient decision-making.