Web search engines reveal conflicting information about water fluoridation

Aim To evaluate web search engines' informational content regarding community water fluoridation (CWF) when accessed from the UK. Methods The search engine result pages (SERPs) regarding CWF from Google were identified, the content was analysed for themes and sentiments, and Google Trends information on CWF was examined. Results The SERPs were predominantly in favour of CWF. Anti-fluoridation themes were observed in SERPs that presented the arguments supporting and opposing CWF with equanimity, irrespective of the quality of scientific evidence. Hence, a web search for CWF yields conflicting information. Correlation is observed between current affairs and public interest in CWF. Conclusion UK residents seeking online CWF advice may experience confusion due to the prevalent conflicting information, which may influence their decision-making. Dental health professionals, public health practitioners and policymakers should strive to improve the information provision on CWF online.