P&G Updates Children’s Toothpaste Packaging Over Fluoride Worries

New Packaging for Crest Children’s Toothpaste

Procter & Gamble, the manufacturer of Crest toothpaste, has initiated a significant change in the packaging and marketing of its children’s toothpaste products. This update comes as part of an agreement with Texas Attorney General Ken Paxton, who raised concerns about the potential for excessive fluoride use encouraged by previous packaging designs. The company has started rolling out the revised packaging to stores, aiming to provide clearer guidance to parents on the appropriate amount of toothpaste for children.

The move follows an investigation launched by Paxton in May 2025, where he sent a civil investigative demand to Procter & Gamble. The concern was that the marketing and imagery on the packaging could mislead parents into using more toothpaste than recommended, potentially exposing children to higher levels of fluoride than necessary. This agreement marks a proactive step by the company to address these issues and prioritize child safety.

Texas AG Paxton’s Push for Child Safety

Texas Attorney General Ken Paxton has been at the forefront of efforts to protect children from potential health risks associated with fluoride in toothpaste. Under the recent agreement, Procter & Gamble is required to depict the correct amount of toothpaste for children on Crest packaging, aligning with recommended guidelines. Paxton emphasized the importance of this change, stating, '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.'

This agreement with Procter & Gamble mirrors a similar settlement Paxton secured with Colgate-Palmolive in 2025, reflecting a consistent approach to addressing fluoride concerns across major toothpaste brands. His office has made it clear that protecting young Texans from misleading advertising practices remains a priority, ensuring that parents can trust the products they use for their families.

Impact on Parents and Industry Standards

For parents, the updated Crest packaging offers reassurance that they are using the right amount of toothpaste for their children, reducing the risk of overexposure to fluoride. The revised marketing materials are designed to be straightforward, helping families establish safe dental habits without confusion. This change is particularly significant as it addresses a common concern among caregivers who may not be aware of the specific recommendations for children’s toothpaste use.

On a broader scale, this agreement sets a precedent for other toothpaste manufacturers to follow. With two major companies, Procter & Gamble and Colgate-Palmolive, now adjusting their packaging under agreements with Texas, there is potential for industry-wide shifts in how children’s dental products are marketed. This could lead to greater transparency and safety standards, benefiting families across the nation who rely on these everyday products.