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Sensodyne TV Advert for Greece

Last year I was selected to be the spokesman for Sensodyne Greece. It was a fun and interesting experience. The add was first aired in June 2014 and it will be showing for 2 years.

BDA v GDC – What They Say

​​​​​​​The General Dental Council (GDC), the regulator for dentists and dental care professionals, has been found to have acted unlawfully in a landmark judgement.
The British Dental Association (BDA), initiated Judicial Review proceedings to prevent the regulator implementing a £15m increase to the fees levied on the dental profession. The consultation behind the fee rise has been deemed unlawful, but the judge declined to reverse the fee rise, their counsel citing the risk of “administrative chaos” at the GDC.

Mick Armstrong, Chair of the British Dental Association, said: "We regret that it came to this, but there was so much more at stake here than just fees. We've seen patients and practitioners left in limbo for over 18 months when complaints are raised, and hearings with an average price tag of £78,000. We had to take action because health professionals should not have to subsidise failure at their regulator.

"Today a judge singled out a ‘gaping hole’ in the GDC's arguments. The regulator demonstrated it wasn't clear on its own powers and claimed it was facing ‘administrative chaos’. And that utter confusion has allowed it to escape the full weight of the law.

"This super-sized fee rise still stands, and now serves as a monument to the failures of health regulation. This case has revealed that a regulator, unaccountable to government, can be found to have acted unlawfully but still walk away with its ill-gotten gains. We are now looking to the government to act.

“The chaos at the GDC serves as a warning to all healthcare professionals. The Prime Minister once called for action on the 'outdated and inflexible' laws applied by our regulators. It's time for the government to honour that pledge, in full."

Sugar Tax a 'No Brainer' Says BDA

​​​​​​​Taxing sugary food and drink is a ‘no brainer’ in tackling tooth decay at source, the BDA has said. Its reiteration of its support for a so-called ‘sugar tax’ comes as new research shows that a sugary drinks duty could save the nation over £300m over twenty years.

The research, published in association with Food Active and University of Liverpool Research Fellow Brendan Collins, shows that if the government introduced a 20p per litre sugary drinks duty in England it could reduce cases of diet-related diseases by tens of thousands, as well as generating significant cost savings for the NHS and public health budgets.

Soft drinks are the largest single source of sugar for children aged 4-10 years and teenagers and the research shows the duty could have the biggest health benefits in towns and cities with the youngest demographics. Cost savings would be greatest in areas with high population. The research factors in the cost of treating diseases such as diabetes, bowel cancer, and coronary heart disease. It does not include savings from improvements in dental health which could potentially result in even higher savings.

Supporting the introduction of a sugar duty BDA scientific adviser, Professor Damien Walmsley, said:
"A tax on sugary drinks and food is a no brainer. It's a scandal that one in eight of our three-year olds currently experiences tooth decay. It's time we tackled the problem at source."
The full research, along with a tool allowing people to see the potential impact of a sugary drinks duty in their area, is available at
The BDA has been calling for a sugar tax since it launched its Make a Meal of It campaign in 2013.

Copyright Andreas Louloudiadis © 2016