> Dyson CameraJet™ is clinically proven to be more effective in improving gum health by removing and preventing plaque buildup.² Vs a manual tooth brush.

Notice they don't include ultrasonic and rotating brushes in that statement.

There isn't great evidence to suggest that electric toothbrushes are much better at removing plaque than manual. E.g. this metaanalysis [1] found basically no difference.

There are also studies that show that electric is better, like this meta-analysis that found a small effect [2] and this Cochrane review. [3]

What I generally read in articles is that the single biggest thing that makes a difference is brushing for the full 2 minutes, and electric toothbrushes can help with that by having a built-in timer.

1. https://pubmed.ncbi.nlm.nih.gov/38348549/

2. https://pubmed.ncbi.nlm.nih.gov/34877772/

3. https://www.cochranelibrary.com/cdsr/doi/10.1002/14651858.CD...

They did also make this claim:

> Dyson’s brushing action prevents stalling, keeping bristles in constant motion to remove more plaque vs. market leading premium electric toothbrushes in a laboratory test in brush-only variable mode in the hard to reach areas. [0]

Maybe one was an actual, independent though Dyson funded study and the other just their internal comparison to competitors? When I last upgraded my electric toothbrush, I read some studies looking into performance of Oral-B and co. and, to a layman, it seemed like most proper independent studies used manual as the base line.

[0] https://discover.dyson.com/en-us