Herbal toothpaste craze: A marketing triumph or a public health concern.

Despite the growing popularity of herbal toothpastes, there is limited awareness among consumers regarding their actual composition, potential risks or the importance of fluoride in caries prevention. This cross-sectional survey among 300 respondents of rural centres of a medical college found that 68% used herbal toothpaste with major influence through television adverts. Although 72% were convinced that herbal toothpastes are free from chemicals, only 18% knew of hazards like enamel wear and awareness of fluoride was comparatively low. Most participants complained of dental problems without attributing them to toothpaste use, although 83% indicated a willingness to revisit their decision after receiving information and 72% would like to be advised by dental practitioners. Consumers are open to professional advice, highlighting an urgent need for public health education and stricter labeling.