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Makeover programmes on television and in women's magazines are fuelling demand for cosmetic dentistry.
A University of Otago School of Dentistry study - published in the New Zealand Dental Journal - drew responses from 449 general dental practitioners around the country.
Professor Murray Thomson said more than three-quarters reported an increase in requests for tooth whitening while more than half noted an increase in demand for veneers since television makeover programmes began airing.
"It's interesting to note that more than 85 per cent of the dentists reported patients mentioning Extreme Makeover when they were talking about cosmetic procedures.
"Clearly, these programmes are having an effect on demand for this sort of work, although the dental practitioners in the study ranked women's magazines as having the highest impact on patients' perceptions of aesthetic dentistry."
Demand for aesthetic dentistry was greatest amongst 31 to 40-year-olds, followed by the 41 to 50-year-old age group, he said.
The study found female dentists and those who had had fewer years in practice perceived a greater demand for cosmetic dental procedures, and were also more likely to offer them.
Practitioners in the bigger cities were also more likely to provide such services.
While greater media coverage of aesthetic dentistry could have positive spin-offs, Professor Thomson said there could also be negative consequences. "Patients can develop unrealistic expectations around transformation timeframes and they may also neglect other, less glamorous aspects of their oral health."
- NZPA
