Do teenage magazines give a genuine view of tooth colour?

To compare the colour of incisors depicted in teenage magazines with a sample of Welsh teenagers.

A representative one month sample of magazines aimed at 9- to 16-year-old girls was obtained from a retail outlet. All images containing photographs of anterior teeth were identified and the colour of the incisor teeth measured using two commercial shade guides. An additional category of 'whiter than shade guide' was introduced. Images were viewed under standardised conditions by the same examiner; 10% were repeated. Clinical measurements under standard conditions were taken, by the same examiner, of 9- to 16-year-old children presenting to the department over a one month period, using the same shade guides; 47% of readings were repeated. Data were entered into SPSS and comparison of proportions used to compare the two groups.

Nineteen magazines containing 268 images and 53 patients were used. Intra-examiner agreement with the two shade guides was 80% or 92% for patients and 93% or 96% for images. 0/53 (0%) clinical compared with 202/268 (75.4%) photographs were found to be whiter than the shade guide.

Teenage magazines do not give an accurate representation of the colour of teenager's teeth. The impact of this on children's self esteem is unknown.