Objective To determine if parental socio-demographic characteristics are associated with dental knowledge and attitude. Design A questionnaire survey of 500 consecutive parents with children aged approximately 8-months, attending clinics in 1999/2000, in Burnley, Pendle and Rossendale, for health visitor distraction-hearing tests. Outcome measures Scores were obtained for dental knowledge and attitudes. The socio-demographic variables of parental ethnicity, age, education and area of residence were used to determine any associations. Results Parental age ranged between 16–46 years. Child age ranged between 7–11 months. Significant differences were detected for parental dental knowledge according to ethnicity (P = 0.003), educational status (P = 0.000), and area of residence (P = 0.016). Significant differences were also found in dental attitudes; ethnicity (P = 0.000), educational status (P = 0.004) and area of residence (P = 0.005). Parental age was not significant for either knowledge or attitude. Conclusions Lack of further education, being Asian and living in a deprived area means parents have less chances of high dental knowledge and positive dental attitudes.