ToothTok trends in U.S.-based TikTok search results: a cross-sectional content analysis of popular teeth-whitening videos and oral health risks

Objectives Social media platforms increasingly influence public perceptions of cosmetic oral health, especially teeth whitening. Platforms like TikTok frequently promote rapid, affordable whitening solutions, including unregulated commercial products and do-it-yourself (DIY) methods involving activated charcoal, baking soda, or hydrogen peroxide. While visually appealing, such content can spread misinformation and pose risks, like enamel erosion, gingival irritation, and tooth sensitivity. This study aimed to evaluate the distribution, scientific accuracy, and potential oral health risks of popular teeth-whitening videos identified through TikTok search results.Methods We analyzed 50 popular teeth-whitening videos (272 million views) to assess their whitening methods, scientific accuracy, adherence to American Dental Association guidelines, oral health risks, and safety.Results Among the videos, 40% were evidence-based and safe, 28% misleading and/or harmful, 18% lacking sufficient evidence, and 14% were ineffective but harmless. Only 14% of creators were dental professionals; the rest were influencers. Peroxide-based products (e.g. Crest Whitestrips and Opalescence Go) were safe and effective, while many DIY hacks were misleading and potentially harmful. Exploratory Kruskal-Wallis tests did not identify statistically significant differences in views, likes, or comments across the four evidence/safety categories.Conclusion A significant amount of teeth-whitening content on TikTok is misleading or potentially harmful, highlighting the need for better patient education, increased engagement from dental professionals, and improved regulation of health content on social media to promote oral health literacy.