One in four North East people don't brush their teeth at least once a day, new research has revealed.
But the region is one of the best areas in the country for oral hygiene, despite 23% of people admitting they don't brush their teeth at least once a day.
The only better areas are the South East (33%) and East Anglia (37%). The worst are London (47%), Northern Ireland (47%) and Wales (45%).
People aged 26-34 are the worst at caring for their teeth, with more than half not brushing at least once a day, while the most conscious 'brushers' are the over 55s (68%).
The research of 2,000 UK adults was conducted to find out Brits' feelings towards teeth, not just their own but also those of other people.
Nearly a quarter (23%) admit to be ashamed of their own teeth, with 40% admitting they would never show their teeth while smiling, and 41% feeling too self-conscious to show their teeth in a photograph.
Dr George Sotiropoulous, head of dental research from White Glo, which carried out the research, said: "The research is part of a wider research project we are conducting in the UK, so we were really shocked to find that so many Brits are not taking their oral hygiene seriously.
"Brushing your teeth at least twice a day is important to keep teeth and gums healthy. Even if you only brush your teeth once a day, it should be at night to ensure food debris is removed from the day."
Discolouration, which can be caused by smoking, coffee, tea and other strongly coloured foods and drinks was the biggest concern, with a third (33%) admitting they noticed discoloured teeth on others and nearly a quarter (23%) admitting they are concerned about the colour of their own teeth.
Dr Sotiropoulous added: "Programmes such as TOWIE and celebrities like Simon Cowell and Rylan Clark have caused an increased awareness of the importance of having a bright, white smile. Using a low abrasion, daily whitening toothpaste is a safe way to gently return teeth to their former glory and lift the teeth a few shades whiter. The important thing is to ensure you brush your teeth at least once in the morning and once at night."
White Glo is one of Australia's market leaders in the whitening toothpaste and teeth whitening industries. Its products are available in Boots, Tesco, Asda, Morrisons, Superdrug and via Amazon.com.