Texas Attorney General Ken Paxton has secured agreements with major toothpaste manufacturers to change how children’s toothpaste is depicted on packaging, addressing concerns about excessive fluoride exposure that could potentially harm child development.
Major Toothpaste Makers Agree to Revamp Children’s Product Packaging
In a move aimed at protecting children’s health, Procter & Gamble, maker of Crest toothpaste, has agreed to alter its marketing and packaging to accurately show the recommended amount of fluoride toothpaste for kids. The changes, which will begin rolling out January 1, 2026, come after Texas officials raised concerns that current imagery might lead parents to use potentially harmful amounts of fluoride on their children’s toothbrushes, the AG’s office announced.
“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,” Paxton said in a statement. “Misleading images that show excessive amounts of fluoride toothpaste put children’s health and brain development at risk,” he added.
What’s the big deal about a little extra toothpaste? Health experts point to research showing that children who ingest too much fluoride face increased risks of dental fluorosis — a condition causing discoloration of tooth enamel — and potentially other developmental concerns. The agreement requires P&G to maintain alignment with pediatric dental guidelines for at least five years.
The Crest agreement follows a similar landmark deal with Colgate-Palmolive, which agreed to change marketing and packaging for its Colgate, Tom’s of Maine, and hello fluoride toothpastes. Under that arrangement, toothbrush images for products aimed at children under six will depict only a pea-sized amount of toothpaste — the amount recommended by dental professionals. These visual changes will appear online by November 2025 and on physical packaging thereafter, according to reports.
Paxton hailed the earlier Colgate agreement as “historic” and “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.” His office has been pushing for industry-wide reforms regarding how dental products marketed to children are depicted.
Consumer advocates have long argued that toothpaste packaging often shows far more product on brushes than is actually recommended, potentially leading to overconsumption. The American Dental Association and American Academy of Pediatric Dentistry recommend just a “smear” of toothpaste (about the size of a grain of rice) for children younger than three years, and a pea-sized amount for children ages three to six.
The agreements mark a significant shift in how major consumer goods companies advertise dental products. For parents concerned about proper toothpaste usage in the meantime, dental experts suggest measuring out appropriate amounts rather than relying on package imagery as guidance.
With two major manufacturers now on board with these changes, attention may turn to whether other companies in the oral care industry will follow suit — voluntarily or through similar legal agreements — or if federal regulations might eventually standardize such packaging requirements across the industry.
