USA: Proctor & Gamble reaches agreement with Texas on fluoride in children’s toothpaste

[pfpcnews]

Attor­ney Gen­er­al Ken Pax­ton and Col­gate-Pal­mo­live Lead the Way in Tooth­paste Safe­ty With His­toric Agree­ment to Pre­vent Exces­sive Flu­o­ride Exposure

Attorney General of Texas - Press Release - January 8, 2026

Attorney General Ken Paxton has secured an agreement with Procter & Gamble Manufacturing Company (“P&G”), the manufacturer of Crest toothpaste, to ensure that its marketing and packaging for Crest children’s toothpaste accurately depicts the recommended amount of fluoride toothpaste for children.

“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,” said Attorney General Paxton. “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.”

Under the agreement, P&G will ensure that Crest children’s toothpaste marketing and packaging clearly depict the appropriate amount of toothpaste for children. The updated packaging began rolling out on January 1, 2026, and the company will be required to maintain compliance for the next five years.

This agreement follows Attorney General Paxton’s historic settlement with Colgate, in which a similar investigation found the company was likely depicting excessive amounts of fluoride toothpaste on children’s packaging. That historic settlement, which was the first of its kind, set an industry standard and prompted other children’s toothpaste manufacturers to bring their marketing into compliance.

SOURCE:
https://www.texasattorneygeneral.gov/ne ... t-children

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Proctor & Gamble reaches agreement with Texas on fluoride in children’s toothpaste

KXAN - January 8, 2026

By Cora Neas

TRAVIS COUNTY, Texas (KXAN) — Proctor & Gamble Manufacturing Company (P&G) and the state of Texas reached an agreement in Travis County Court this week after the state’s attorney general, Ken Paxton, sent a civil investigative demand to the company in May 2025.

The demand alleged the company may have marketed its Crest brand children’s toothpaste in a misleading or dangerous manner. A similar demand also went to the Colgate-Palmolive Company, which said in September 2025 it would assure all marketing and packaging was in compliance.

Colgate denies wrongdoing, says it will comply with Texas toothpaste demands
P&G’s statement to KXAN Thursday said Paxton agreed with the company that its “products comply with all laws and regulations regarding directions for use.”

“We are voluntarily agreeing to ensure that our artwork reflects recommended dosing levels for children,” P&G said in the statement.

“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,” Paxton said.

According to the Office of the Attorney General, P&G’s new packaging was on shelves at the start of 2026.

Neither party provided a copy of the agreement to KXAN for verification.

SOURCE:
https://www.kxan.com/news/texas/proctor ... oothpaste/