The abrupt closure of online cosmetic dentist Smile Direct Club has left customers in the lurch. So what can you do if you're affected, and is it a bad idea to opt for an online-only dentist, however tempting the price may be compared with high-street options?
Smile Direct Club once promised to disrupt traditional cosmetic dentistry by offering tooth alignment remotely at prices that were significantly lower than most bricks-and-mortar providers.
The company offered treatment for around £1,800, about half what you'd pay in person at a high-street dentist or orthodontic practice.
But now the company, which is based in the United States but has customers in the UK, has gone into liquidation, leaving some patients out of pocket and partway through treatment.
We explain what to do if you're affected, and where to turn for treatment instead.
Eat well, live better, stay healthy –
Smile Direct Club: what went wrong?
Founded in 2014, Smile Direct Club offered a range of cosmetic dental treatments remotely, primarily realignment, by which a patient wears a clear plastic guard that over time will straighten their teeth.
These have grown in popularity because they are less visible than traditional braces.
Customers use a DIY impression kit to take moulds of their own teeth. Aligners are then made using this mould; these need replacing frequently so new ones are posted at regular intervals to gradually adjust the teeth, with treatment managed remotely.
In a statement published on the Smile Direct Club website earlier this week, the company said it had 'made the incredibly difficult decision to wind down its global operations, effective immediately'.
It said it would no longer be sending out any tooth aligners and that customers would not have access to its dental services, advising anyone affected to seek treatment with a local dentist.
The collapse has left an unknown number of UK customers out of pocket and midway through treatment.
I'm a Smile Direct Club customer, can I get my money back?
When a company goes bust, it can be hard for consumers to get their money back.
In this case, Smile Direct Club has also issued a statement telling consumers to continue paying for their treatment plan.
Lisa Webb, Which? consumer law expert, said customers will likely find themselves 'at the back of a long queue of creditors. Where refunds are available, these will be handled by the liquidators but ... this is unlikely to amount to much, if anything at all,' she said.
But, she added, 'Anyone who is still waiting for products and services, has not had their order cancelled and paid via credit can try to claim their money back via Section 75 of the Consumer Credit Act. This is likely the best way to get their money back.'
Section 75 deems the credit card company jointly and severally liable for any breach of contract, so it is just as responsible as the retailer or trader for the goods or service supplied.
Anyone who has paid using credit should seek advice from their provider.
See our guides to Section 75 of the Consumer Credit Act and what to do if a company goes bustfor more advice
What should I do if I'm part way through treatment?
Eddie Crouch, chair of the British Dental Association (BDA), told Which? that customers left in the lurch should seek help from registered orthodontists on the high street.
There has been a rise in the emergence of cheaper online-only providers, he said, but customers should steer clear because they were not as closely regulated as traditional dental surgeries.
He said the BDA had had concerns about 'virtual-only' dental treatments for some time, and he warned against using any provider that didn't require a thorough in-person exam first, due to the risk of potential complications being missed.
'My thoughts are with the thousands of people left without ongoing treatment. The British Dental Association has never been comfortable with the business model [of remote care].
'While it's inexpensive compared with similar treatment with a dentist on the high street, people aren't aware of the potential risks.'
Crouch said he had heard reports of patients of online dental services having to pay for corrective treatment after faulty treatments led to problems such as facial pain, gum issues, weakened teeth and misalignment.
Finding a registered dentist
You can find a dentist or orthodontist – and further advice – on the General Dental Council register.
A General Dental Council (GDC) spokesperson told us: 'Our primary purpose is to maintain patient safety and public confidence in the dental professions. We provide guidance for the public to help them to think about whether aligners or braces sent directly to their home are right and safe for them.
'Where dental services are offered remotely, our requirements are that this must be based on a full assessment of the patient’s oral health, supported by evidence from a physical, clinical examination, and that patients must be informed about the identity of the dental professional who is responsible for their treatment.
'Where serious concerns are raised with us, we will investigate and take appropriate action when justified.'
'The legal framework for dental regulation long predates the development of remote dental treatment. As the regulator of individual dental professionals, we have limited powers over dental businesses and no authority over their business models.'
How much will you have to pay at the dentist? Check ourNHS vs private dental charges guide
Where can I get my teeth aligned and how much will it cost?
While the cost of dental treatment varies from one person to the next, depending on each individual's teeth, Eddie Crouch of the BDA told us alignment with a qualified orthodontist generally costs £2,000-£4,000.
Most high-street dental surgeries offer cosmetic dentistry. You can check if yours is a registered dentist by searching the General Dental Council register.
Invisalign is a major provider of invisible-style aligners; it offers realignment treatment via registered dentists across the UK.
What to know about online-only dental treatment
While cheaper online-only orthodontic treatments may be tempting, the BDA urges consumers to avoid any online provider that doesn't insist on an in-person examination with a registered dentist first.
It can be much harder to know what you're getting online, and protection isn't always as rigorous as you might expect.
In previous investigations, Which? has uncovered a worrying lack of regulation of the sale of illegal and potentially dangerous tooth-whitening treatments online.
Our2021 investigation into teeth whitening products sold on online marketplaces found 58% of teeth whiteners we bought from AliExpress, Amazon, eBay and Wish contained illegal and dangerous levels of hydrogen peroxide.
Toothpaste myths debunked- we look into whether purple toothpaste can really make your teeth whiter
Braces vs aligners
The cost of cosmetic dentistry varies depending on the complexity of the treatment and the skill level of the dentist.
Removable braces, such as 'invisible' plastic tooth aligners, are intended for more minor changes. Treatment usually takes 3-18 months.
If you require more significant realignment, your dentist may suggest metal braces; these can cost £2,000-£5,000 and involves around two years of treatment or more.
Find out more about dental treatment concerns, including travelling abroad for dental work, on the GDC patient advice site.
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