Procter & Gamble (P&G) has agreed to alter the packaging and advertising of its children’s products after an agreement with Texas Attorney General Ken Paxton.

The agreement aims to ensure that depictions of fluoride toothpaste quantities on Crest packaging align with guidance for children.

Under the terms reached, P&G will update its Crest children’s toothpaste marketing and packaging to clearly show the recommended amount of toothpaste for young users.

The revised packaging began appearing from 1 January 2026.

The company is obligated to adhere to these requirements for the next five years.

Paxton said: “When parents are teaching their kids the basic habit of brushing their teeth, they shouldn’t have to worry about deceptive marketing endangering their children.

“Misleading images that show excessive amounts of fluoride toothpaste put children’s health and brain development at risk. This settlement is an important step in ensuring that large corporations like P&G no longer engage in these deceptive practices.” 

This action follows a similar settlement reached with Colgate in September 2025, after an investigation found that its children’s toothpaste packaging may have shown more fluoride toothpaste than recommended.

Colgate subsequently agreed to change imagery on its packaging and marketing materials for Colgate, Tom’s of Maine, and hello branded fluoride toothpastes intended for children under six years old.

The new visuals will display a “pea-sized” amount of toothpaste on toothbrushes wherever they are depicted.

Colgate’s written usage instructions had already aligned with FDA guidance and will remain unchanged.