Public’s perceptions on over-the-counter tooth whitening: a YouTube™ videos review and analysis

Authors

DOI:

https://doi.org/10.33448/rsd-v11i4.27767

Keywords:

Tooth whitening; Social media; Internet; Patient-reported outcomes.

Abstract

This study aimed to explore the public's perception on the use of over-the-counter tooth whitening (OCTW) from the analysis of videos deposited in a social media service. A cross-sectional, qualitative, and quantitative study was developed using YouTubeTM as a search platform. Videos with personal reviews on the use of OCTW products (toothpaste [WT], strips [WS], whitening pens [WP], and charcoal-based products [WC]) were selected, visualized, and transcribed in verbatim. Transcriptions were analyzed using a content analysis model including seven thematic categories: perceptions of results, adverse effects, using aspects, financial aspects, sensorial perceptions, expectations, and truthfulness in video production. Variables related to engagement and features of the videos were collected and descriptively analyzed. In total, 104 videos were included in the study. Videos about WS (43.9%), followed by WT (22.7%) and WC (16.0%) were the most viewed on the platform. Tooth sensitivity was frequently reported for WS (57.1%) and WT (18.2%). Periodontal tissue disorders were specially noticed in WC and WS videos (16% and 14.3%, respectively). WC showed the highest level of satisfaction in the results (88.8%) and sponsorship for its use. In conclusion, OCTW products can be marketing influenced and applied without professional counselling and they may cause adverse effects. This fact points out the importance of qualified recommendations specially informing the buyer about undesirable or harmful effects to the dental and periodontal tissues.

Author Biographies

Marina Christ Franco, Universidade Federal de Pelotas

 DDS, Universidade Federal de Pelotas, Graduate Program in Dentistry, Rua Gonçalves Chaves 457, Pelotas, RS, Brazil

Fernando Antônio Vargas-Junior, Universidade Federal de Pelotas

Undergraduate student, Universidade Federal de Pelotas, Graduate Program in Dentistry, Rua Gonçalves Chaves 457, Pelotas, RS, Brazil; fernandojuniorbr99@gmail.com; 

Matheus dos Santos Fernandez, Universidade Federal de Pelotas

Undergraduate student, Universidade Federal de Pelotas, Graduate Program in Dentistry, Rua Gonçalves Chaves 457, Pelotas, RS, Brazil; 

Letícia da Silva Pires, Universidade Federal de Pelotas

Undergraduate student, Universidade Federal de Pelotas, Graduate Program in Dentistry, Rua Gonçalves Chaves 457, Pelotas, RS, Brazil; 

Livia Mund de Amorim, Universidade Luterana do Brasil

MSc and DDS. Universidade Luterana do Brasil, Graduate Program in Dentistry, Avenida Farroupilha 8001, Canoas, RS, Brazil; https://orcid.org/0000-0002-0211-4138

Rafael Ratto de Moraes, Universidade Federal de Pelotas

7 PhD, MSc, and DDS. Universidade Federal de Pelotas, Graduate Program in Dentistry, Rua Gonçalves Chaves 457, Pelotas, RS, Brazil;

Françoise Hélène Van de Sande , Universidade Federal de Pelotas

8 PhD, MSc, and DDS. Universidade Federal de Pelotas, Graduate Program in Dentistry, Rua Gonçalves Chaves 457, Pelotas, RS, Brazil; 

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Published

27/03/2022

How to Cite

MASKE, T. T.; FRANCO, M. C.; VARGAS-JUNIOR, F. A. .; FERNANDEZ, M. dos S.; PIRES, L. da S.; AMORIM, L. M. de; MORAES, R. R. de; VAN DE SANDE , F. H. . Public’s perceptions on over-the-counter tooth whitening: a YouTube™ videos review and analysis. Research, Society and Development, [S. l.], v. 11, n. 4, p. e58811427767, 2022. DOI: 10.33448/rsd-v11i4.27767. Disponível em: https://rsdjournal.org/index.php/rsd/article/view/27767. Acesso em: 12 nov. 2024.

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Health Sciences