Dr Smile withdraws from Austria
The provider of online dental splints Dr Smile has withdrawn completely from the Austrian market. This was due to numerous complaints from consumers about a lack of dental care, damage to health and aggressive sales practices. In addition, the company came under increasing legal pressure due to non-transparent advertising and unauthorised contractual clauses. New treatment contracts are no longer being concluded - according to Dr Smile, existing customers will continue to receive care.
Advertising on social media
Tempting promises - expensive consequences
Dr Smile targeted young adults with slogans such as ‘Straight teeth for just 33 euros a month’. The DIY teeth straightening service was advertised on YouTube, TikTok and Instagram as an inexpensive, quick and convenient alternative to traditional orthodontics.
Behind the brand name Dr Smile were the companies Urban Technology GmbH and DZK Deutsche Zahnklinik GmbH, which secured the largest market share in the online aligner segment within just a few years.
Health risks due to lack of dental care
The reality behind the advertising promises led to countless complaints to the European Consumer Centre (ECC) Austria. The main problems encountered:
🟠 Sales advice instead of medical information: The initial consultations were not conducted by dentists, but by sales agents on a commission basis.
🟠 Lack of information: Risks and treatment limits were barely addressed.
🟠 No ongoing care: The consumers documented their treatment themselves via an app instead of being regularly checked by medical specialists.
In many cases, this lack of care led to considerable damage to health, including
🟠 Gum recession and inflammation
🟠 Jaw pain and temporomandibular joint problems
🟠 Migraine and tinnitus
🟠 Nerve irritation and even tooth loss
🟠 Open bite due to incorrect tooth movement
The follow-up costs for necessary corrective treatments were up to 10,000 euros in some cases.
From misleading advertising to unauthorised treatment
- Dr Smile in court
Thanks to the close cooperation between ECC Austria and the VKI legal department, Dr Smile was held liable for several legal violations in 2024. The most important judgements at a glance:
🔴 Price trap
The Donaustadt District Court imposed a fine of 77,500 euros because the advert with ‘33 euros per month’ did not correctly disclose the actual total costs and the effective interest rate. This was in breach of an execution order already obtained by the VKI.
🔴 Misleading business practices
The Vienna Commercial Court found Urban Technology GmbH guilty of misleading information as to who would actually be the contractual partner and who would be liable for possible damages.
🔴 Unauthorised dental treatment
The Innere Stadt Vienna District Court found that Dr Smile was not authorised to provide dental treatment in Austria. The treatment contracts were therefore declared null and void.
🔴 Right of cancellation confirmed
The Liesing District Court ruled that consumers have a statutory right of cancellation because the contracts were concluded outside of business premises - namely by video call with non-dentists.
Criticism from the trade
Not only consumer advocates, but also dentist associations and dentistry trade organisations in several European countries were among the harshest critics of Dr Smile. Dental practices that offered themselves for partnerships with Dr Smile were also particularly criticised.
The main criticism was:
🔴 Lack of medical responsibility
🔴 Commercialisation at the expense of patient safety
🔴 Bypassing regular dental treatment standards
Withdrawal from Austria and Poland
In autumn 2024, Dr Smile announced that, following its withdrawal from Poland, it was now also leaving the Austrian market. Officially, the company referred to the takeover by the Spanish Impress Group, which is pursuing its own treatment models.
New contracts will no longer be offered, but existing patients will continue to be cared for - albeit primarily via the already familiar self-monitoring app. Anyone who is currently affected can find information in the Dr Smile-FAQ. ECC Austria has already received numerous complaints that Dr Smile is no longer looking after existing patients and is not responding to enquiries. Many of those affected also report consequential damage that urgently needs to be treated.
ECC Austria advises caution with online dental splints
The Dr Smile case clearly shows that medical treatments do not belong in the hands of sales platforms or influencers.
Our recommendations:
🟢 Always have a comprehensive examination carried out by a specialist before having your teeth corrected.
🟢 Don't fall for bait offers on social media.
🟢 Do not start any dental treatment without knowing the full costs, risks and the exact contractual partner.
🟢 In case of problems or uncertainties: Seek legal advice at an early stage - we will help you.
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Teaser-Image: Screenshot of a video from the Dr Smile YouTube channel
