Invisible braces from the internet

Inexpensive, uncomplicated and time-saving is the marketing strategy of commercial dental aligner providers on social networks, some of whom advertise treatment that can be done comfortably from home. The target group is a young, self-paying, internet-affin audience that strives for a healthy, beautiful and, above all, straight smile. It’s huge business.

Many patients today no longer decide for the classic treatment with braces or loose appliances but for so-called aligner therapy with transparent aligners. Tooth straightening with aligners is a common procedure in orthodontic practices for several years. Recently, however, consumers have increasingly been using offers from the internet and avoid a treatment in an orthodontic practice.

The consumer advice centers in North Rhine-Westphalia and Rhineland-Palatinate have now taken a closer look at four of the most well-known online services and compiled a market check report. One problem is that the online providers are not always dentists or orthodontists. In addition, the consumer advice centers have examined the information on costs, options for cancellation, termination and liability, personal contact with a dentist, as well as control intervals and public relation measures in more detail. In conclusion, it can be said that the online aligner treatment is problematic and not satisfactory in the opinion of the consumer advice centers mentioned above.

Above all, the websites of the aligned aligner providers examined are not nearly as transparent as their dental aligners.” One of the criticisms here is that the providers advertise the aligner therapy in a one-sidedly positive way and present it as the only treatment option. Alternative treatment options are neither mentioned nor offered. Another negative aspect is the lack of cost overview. On the one hand, patients are enticed to make a therapy decision more quickly through a variety of tempting discount campaigns, and on the other hand, consumers quickly lose track of the total costs due to various financing offers, so that in the end a one-off payment turns out to be cheaper than a monthly installment payment.

There are providers who specifically treat underage patients. In this case, however, the parents’ consent is required for the conclusion of the contract in accordance with Section 108 Paragraph 1 of the German Civil Code (BGB). “Families should remember that teeth straightening for children and young people of a certain degree of severity is covered by statutory health insurance companies and therefore paid treatment is not necessary in many cases,” said the consumer advice centers. Furthermore, it is not possible for users to understand what happens to the data, photos, etc. It is not clear how commercial providers protect sensitive personal health data. The liability in the event of a treatment error is also limited for all online providers.

In conclusion, safety and success is more predictable with a treatment by a registered orthodontic specialist. In our practice, we recommend the optimal therapy through a detailed anamnesis and extensive diagnostics, as well as a detailed dental explanation and consultation and the presentation of possible treatment alternatives, which is accompanied by appropriate check-up intervals until the treatment is completed.