DENTISTS in Swindon have hit back at criticisms contained in a national report that claims they are overcharging and highlights the needs for clarity in pricing.

The Office of Fair Trading report says that there are no checks on the quality of private dentistry, no universal complaints procedure.

The year-long investigation into the dental industry, said to be worth more than £1bn a year, was triggered by a complaint from the Consumers' Association found huge variations in the prices of treatment.

North Wiltshire British Dentistry Association spokesman Patrick Holmes, who represents dentists in the Swindon area said: "I agree that people should be given a fair idea of what they are paying for.

"If you are buying a car, you would expect to know how much it costs before parting with your money. I think problems happen when dentists combine NHS work with private treatment. That could lead to confusion.

"I have to say that dentists in Swindon are very reputable and I certainly have not heard of any cases where patients were unsure about the prices of their treatment."

Responding to accusations in the Office of Fair Trading report that prices vary wildly for private dental treatment, Mr Holmes, of Sevenfields Dental Health Centre in Penhill, added: "Dentists survive by their reputation.

"If you provide a bad service or people think you are overcharging for what they receive, they won't come back.

"The prices of dental treatment can vary, but in that respect is it a bit like going for a hair cut. You can pay £5 to have a trim, or you can spend hundreds at a stylist. As long as people understand the pricing, the rest is down to market forces."

The Consumers Association raised concerns over the state of dental treatment because it claimed that a shortage of NHS dentists in the town meant that people had no choice but to go private.

In response to the OFT report, the British Dental Association will be calling for a joint initiative with the Consumers Association to launch a major public information campaign for patients.