Halitosis, known informally as bad breath, has been an official medical diagnosis for more than a century, but that doesn’t mean it isn't a controversial condition. Not only does bad breath not fit the standard model of a physical health condition but it also has a rather bizarre and intimate relationship with the rise of America’s first and most popular mouthwash—Listerine.
The Pre-Halitosis Era
Listerine existed before halitosis was considered a medical condition, but it had a much more varied (and bizarre) set of uses. It was used as a medical antiseptic, household floor cleaner, and cure for gonorrhea. The product was introduced in 1879, but it wouldn’t be until 1915 that Listerine was first sold as a mouthwash. This was the time at which halitosis became popularized and viewed as a serious problem.
Halitosis: Medical Condition or Marketing Gimmick?
Listerine can’t be credited with coining the term halitosis—that credit goes to medical professionals in 1870. However, the company is definitely responsible for introducing the word into mainstream American consciousness with their marketing campaign purporting Listerine as a remedy for “chronic halitosis.” The company's ads featured young people considering marriage who then reconsidered due to their partners' recurrent bad breath—the implication being that bad breath is a major social taboo.
This is not to say that bad breath wasn’t considered unpleasant and socially unacceptable at the time, but at no point in prior history had halitosis been portrayed as such a significant problem.
Supporters of Listerine would argue that the company was merely providing a solution to a prevalent social woe, but others would frame the issue as Listerine inventing a bogus medical condition and then “conveniently” selling consumers a cure.
Other Issues with Halitosis
Listerine’s involvement with halitosis is not its only point of contention, though. Others have also addressed the nature of the condition as well—which is vastly different from the norm. Most medical conditions involve something that is physically harmful to a sufferer; however, halitosis is merely a social taboo, and here are no associated health risks with it. Additionally, there is no one cause of bad breath. It can be spurred on by everything from eating certain smelly foods to a particularly bad cavity.
Despite its dubious history, halitosis continues to be an issue that most people are concerned with. And considering the proliferation of products designed to fight this dreaded bad breath, there’s no indication that its importance will wane any time soon.
