The Consumers' Association (CA) today made its first "supercomplaint" to the Office of Fair Trading, urging them to investigate private dentistry in the UK.
The move could lead to a radical shake-up of the lucrative private dental market, following revelations from the CA of wide disparities in tariffs between dentists and a lack of transparency in charging.
Allan Asher, of the Consumers' Association, said: "There are serious problems in the market for dentistry services. We are calling on the OFT to carry out a root-and-branch investigation into charging, transparency and competition in the private dentistry sector."
Under new rules, consumer bodies are being given new rights to make "supercomplaints" with the OFT who have 90 days to decide whether or not to carry out a formal investigation.
The OFT will now fast-track the complaint and announce whether it will launch a formal study into the market which is worth around £1bn a year.
Last month, a national survey from Which? uncovered variations in dental charges across the UK.
The watchdog found some private dentists were charging patients six times' NHS prices for routine treatments while others do not display price lists or give patients estimates.
Other problems include evidence of a lack of competition in the market which is used by around one in four patients.
Health Which? research has shown it is often difficult to access an NHS dentist which frees private dentists from competitive pressure.
Consumers are unable to identify fair prices, while private dentistry is particularly lacking in an effective, uniform redress system, the Consumers' Association said.
Mr Asher warned: "Private dentist's charges seem arbitrary and they feel no compunction to be up-front about prices. If there is limited access to NHS dentistry in an area, then the providers of private dentistry enjoy even less competition."
John Vickers, director general of OFT said: "I welcome this first supercomplaint. Private dentistry is a complex, professional service and it is important to see whether the market is working well for patients."
