News Release


  • Brits take nine days* to seek a medical appointment about something that’s bothering them
  • The nation regularly ignore potentially life-threatening symptoms*
  • One in ten* will leave gums bleeding for up to a year without any medical attention at all
Wednesday, October 30, 2019 3:48 pm GMT



Worrying they’ll get bad news, struggling to get an appointment and not wanting to waste the doctor’s time are the top reasons* Brits avoid getting their health concerns checked out. Six in ten adults* are presently experiencing some kind of physical discomfort including toothache, headaches and even chest pain.

A poll of 2,000 adults conducted by Oral-B for the release of its new toothpaste Gumline Purify, has revealed that British adults have, on average, two health issues* that they are currently putting off getting checked out. With almost one in five* suffering from bleeding or pain in their gums regularly, yet haven’t done anything about it.

The majority of Brits will leave two to six days* before getting headaches, earaches and sickness resolved. But one in 10* will leave their gums bleeding for up to a year without any medical attention at all. Of the 40 per cent that have suffered with bleeding and painful gums, four in 10 have never even had the symptoms assessed*.

One third admitted to avoiding the dentist over the last year altogether because they don’t have the time, the money or have had a bad experience in the past*. Whilst a third also avoid their GP because they don’t want to discuss the problem at hand, or are too scared of what the doctor might say. The lack of importance placed on their own health, whether it’s because of embarrassment, time constraints or any other reason, means 62 per cent* of Brits are suffering with their health problems in silence.

This ‘head in the sand’ attitude isn’t serving the nation well, as three in ten* have had a condition that worsened because they didn’t do anything about it. The discomfort that Brits are most likely to seek a professional opinion for is chest pain, with 36 per cent addressing it within a day and three in ten would leave it for up to six days before seeking advice*.

Other complaints that tend to be prioritised are eye pain, persistent coughs and stomach aches - which were all deemed more critical to have assessed over and above gum pain. In general, 36 per cent* of those experiencing symptoms will have them checked out within a few days of their first appearance. But 27 per cent* will put things off for a week or so and 14 per cent* will leave it for a whole month. Of those who do manage to make an appointment for their ailments, four in ten have cancelled it*.

And it’s not just neglecting our own health that’s causing issues – almost a quarter admitted they’ve had an argument with their partner because they’ve avoided dealing with a health problem*. 22 per cent have even made an appointment on their partner’s behalf to finally deal with a health issue they’ve been avoiding*.

Dr Reena Wadia, Gum Specialist and Oral-B Ambassador said: “Gum disease is the most common human disease, but unfortunately one of the least acknowledged. The longer we leave gum disease untreated, the more damage is caused and the more difficult it is to treat. Tooth loss is a consequence of gum disease, but in recent years it has become very clear that gum health is related to your general health. Active periodontal disease can lead to increased risks of diabetes, heart disease and many other general health conditions, so it’s vital that we address it early on.

The good news is that gum disease is preventable. The most important ways of looking after your gums and teeth include effective home care as well as regular professional checks and cleans. Everyone should be brushing twice a day, ideally using an electric toothbrush and a fluoride toothpaste. Oral-B’s Gumline Purify toothpaste is especially helpful as it contains stannous fluoride which has been proven to offer gum health benefits. Stannous fluoride has been demonstrated to have broader and significantly more protection against plaque and gum health issues than other fluorides. The Activated Foam technology makes the paste much foamier so it helps to get hard to reach areas, purifying the gumline and creating a cleaner and healthier mouth which is important when it comes to preventing gum disease."

Oral-B Gumline Purify is now available to purchase in Boots and Superdrug, RRP £5.00.


Notes To Editors:

*Research conducted by 72Point on behalf of Oral-B, 2,000 adults participated in September 2019.

For further information, samples, or high-resolution imagery, please contact the Oral-B press team on

About Oral-B

Oral-B® exists to help people protect their dental health for life. Oral-B® was founded in 1950 by Dr. Robert Hutson, a Californian periodontist, who invented an innovative toothbrush to help his patients achieve healthy teeth and gums at home. Oral-B® continues to stay true to his mission and is today the worldwide leader in the over $5 billion brushing market. Part of the Procter & Gamble Company, the brand manufactures electric toothbrushes and toothpaste for adults and children, oral irrigators, and interdental products.

About Procter & Gamble

P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always®, Ambi Pur®, Ariel®, Bounty®, Charmin®, Crest®, Dawn®, Downy®, Fairy®, Febreze®, Gain®, Gillette®, Head & Shoulders®, Lenor®, Olay®, Oral-B®, Pampers®, Pantene®, SK-II®, Tide®, Vicks®, and Whisper®. The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and information about P&G and its brands.

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