‘I wanted to fix my teeth but my bite was destroyed’: the Irish customers left in limbo by online orthodontics

Smile Direct Club offered cheap aligners but after going bust and leaving some customers requiring expensive corrective treatment, the flaws in its model are clear

‘It’s very disappointing to be left in limbo’: Rory Carrick, who had a bad experience with Smile Direct Club. Photo: Mark Condren

John Meagher and Arlene Harris

Rory Carrick had long been unhappy with his smile. A misaligned upper tooth left the impression of a gap and he was acutely aware of it. He tended to smile with his mouth closed.

Early last year, the administrator at Trinity College Dublin started to notice online adverts that seemed tailor-made for him. They were from the US company Smile Direct Club and promised to deliver perfectly straight teeth with no need for multiple visits to the dental clinic.