Colgate-Palmolive has agreed to alter marketing and packaging practices for its toothpaste products, after Texas Attorney General deemed its fluoride advertising “misleading”.
Following an agreement with Texas Attorney General Ken Paxton, the company has now decided to depict “safe, age-appropriate amounts” of toothpaste on its packaging and ads for children under six years old.
Go deeper with GlobalData
Discover B2B Marketing That Performs
Combine business intelligence and editorial excellence to reach engaged professionals across 36 leading media platforms.
This change, effective 1 November 2025, will begin appearing online before rolling out on physical products.
The new visuals for packaging and promotions will feature a “pea-sized” amount of toothpaste.
The changes will apply to Colgate, Tom’s of Maine, and hello brand toothpastes.
This follows investigations launched by Paxton earlier this year.
US Tariffs are shifting - will you react or anticipate?
Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.
By GlobalDataPaxton had issued Civil Investigative Demands to Colgate-Palmolive and Proctor & Gamble, alleging they used “misleading, deceptive, and dangerous” marketing for their toothpaste products.
Procter & Gamble sells and advertises the Crest brand of fluoride toothpaste.
Paxton had alleged that the fluoride toothpaste ads of toothpaste manufacturers showed more than the recommended amount.
In his statement, he has acknowledged Colgate’s full cooperation with the Office of the Attorney General during the probe.
He also noted that the usage instructions on Colgate’s product labels “consistently” comply with FDA norms.
“This historic agreement with Colgate is an incredible example of what is possible when American companies are willing to take concrete steps to protect the health of our children and families. We commend Colgate for being the first major toothpaste manufacturer to make meaningful change in this space and hope other companies follow their lead,” Paxton said.
According to an “Assurance of Voluntary Compliance” filed in this regard, Colgate’s action does not constitute an admission of rule violation.
“Colgate expressly denies any such liability for, violation of, or noncompliance with any such law, rule, or regulation,” the filing said.
The Attorney General’s Office hopes that Crest will emulate Colgate’s actions concerning the protection of children.
Paxton initiated the investigation into toothpaste companies amid increasing scientific data about the dangers of excessive fluoride exposure for children.
In August 2024, a meta-analysis from the Department of Health and Human Services’ National Toxicology Program indicated a “statistically significant” connection between fluoride exposure and decreased IQ scores in children.
The CDC advises parents to apply a rice-sized “smear” of toothpaste for children younger than three years old.
The American Dental Association also recommends that parents use “no more than a pea-sized amount” of fluoride toothpaste for children aged three to six years, to prevent health risks linked to overdose.
