The Competition and Markets Authority (CMA) has announced it will undertake a review of private dentistry following a request from Chancellor, Rachel Reeves, over mounting concern about a sharp increase in prices.
The market study into the £8bn private dentistry sector will decide if it is working well for UK consumers and will cover both essential care and cosmetic treatments.
It is seeking feedback from consumers and dental professionals as it explores how well the market is working – from finding a dentist and understanding prices to knowing where to go if something goes wrong.
The CMA recognises the dedication and professionalism of dental professionals across the UK, and this study is not a criticism of clinicians or the care they provide, but an examination of how the market is working for consumers
It comes as demand for private dentistry has risen sharply in recent years – with one in five people in Great Britain using private dental care in 2024.
But independent sources suggest average prices in the UK have increased significantly – between 2022-2024, initial consultations rose by over 23% to £80 and routine check-ups for existing patients by over 14% to £55.
Private dental services accounted for over two thirds (69%) of the market in 2025, with the UK private dentistry market valued at £8.4bn in 2023/2024.
Research suggests this shift is partly driven by difficulties accessing NHS treatment.
“It is crucial that consumers understand the dental care options available to them and have access to clear information before they spend money, but many may find choosing a dentist, and choosing between different treatments, complex and confusing”, said a CMA statement.
Areas under consideration in the review will include:
Sarah Cardell, chief executive of the CMA, said: “Going to the dentist is an important part of health and wellbeing, yet we’re concerned many may be uncertain about costs, availability, treatment options, and what they’re entitled to.
“For some, turning to private dentistry is a choice – but for many, it’s a necessity.
“People need clear, accessible information at the right time so they can make the right decisions for themselves and their families.
“We want to hear directly from people across the UK about their experiences – good or bad – to help us build a clear picture of how this market is working in practice.
It is crucial that consumers understand the dental care options available to them and have access to clear information before they spend money, but many may find choosing a dentist, and choosing between different treatments, complex and confusing
“The CMA recognises the dedication and professionalism of dental professionals across the UK, and this study is not a criticism of clinicians or the care they provide, but an examination of how the market is working for consumers.”
Dentistry is currently devolved to national governments, which means people’s experiences and the options available to them can vary depending on where they live.
The CMA will take these differences into account and work closely with all four governments as its study progresses.
This work aligns with the CMA’s 2026-2029 strategy to protect consumers in their day-to-day lives and prioritises action in essential areas of household spend.
In taking forward this work, the CMA will apply its 4Ps approach – pace, predictability, proportionality, and process.
“The CMA will not wait to act if it can make a difference, so to support people now, the CMA has published advice – including 3 top tips – to help people understand private dental costs, explore available options, and know what to expect before starting treatment”, said Cardell.
The CMA has published online forms for consumers and dental professionals to share their experiences, as well as a separate call for views on the proposed scope of the study.
This feedback will help shape the areas to be examined. While the study will not examine NHS dentistry on its own, it will consider how NHS systems influence the private market, including the impact on people’s choices and treatment availability.
Depending on what the evidence shows, the CMA’s market study could lead to a range of outcomes – ultimately aiming to ensure people have access to detailed, clear, and timely information, enabling them to make the best-possible choices for them.
This could include recommendations to governments to change regulation of the sector, direct action from the CMA, or new guidance to help ensure businesses are clear on their obligations.
The review may also help inform or shape future policy in the different nations of the UK.
Following news of the probe, Rebecca Hainsworth, partner in commercial healthcare at UK and Ireland law firm, Browne Jacobson, told Dentist Times: “This review has echoes of the CMA’s investigation into fertility clinics, whereby escalating costs and limited NHS capacity had a knock-on effect on independent providers.
“It eventually found that numerous clinics had violated consumer law by failing to provide transparent pricing, particularly regarding hidden costs and unproven ‘add-on’ treatments.
It is important that dental practices – whether high street businesses or large independent healthcare providers that deliver dental services – engage with this initial fact-finding exercise and are transparent in order to get ahead of any potential formal investigation that could be coming down the track
“Clinics were compelled to update their terms and conditions, while there has also been a concerted effort to improve price comparison tools and equip the regulator with stronger powers for enforcing compliance.
“It’s therefore important that dental practices – whether high street businesses or large independent healthcare providers that deliver dental services – engage with this initial fact-finding exercise and are transparent in order to get ahead of any potential formal investigation that could be coming down the track.”