Attorney General Ken Paxton Takes on Fluoride Toothpaste for Kids

September 16, 2025 – Attorney General Ken Paxton has announced a groundbreaking agreement with Colgate-Palmolive Company to strengthen consumer protection and promote children’s health by addressing the depiction of excessive fluoride use in toothpaste marketing. The agreement follows Paxton’s investigation into Colgate’s advertising and packaging of fluoride-based toothpaste products for children under six.

Colgate, whose brands include Colgate, Tom’s of Maine, and hello, has committed to updating all packaging and promotional visuals to depict a safe, pea-sized amount of toothpaste whenever images of fluoride products for young children appear. While Colgate’s written usage instructions already comply with FDA requirements, the company agreed to enhance its visual messaging to help prevent excessive fluoride exposure.

Beginning November 1, 2025, the updated visuals will first be implemented across Colgate’s online marketing, followed by physical packaging updates. This makes Colgate the first major toothpaste manufacturer to adopt such measures. Paxton praised the company for its cooperation and leadership, emphasizing that protecting children’s health and ensuring truth in advertising remain top priorities for his office.

The Attorney General also confirmed that his office has issued a Civil Investigative Demand to Crest over similar concerns and hopes that other industry leaders will follow Colgate’s example.