Paxton Secures Agreement with Crest Manufacturer to Protect Children from Excessive Fluoride Exposure
January 8, 2026 – AUSTIN — Texas Attorney General Ken Paxton has reached a major agreement with Procter & Gamble Manufacturing Company, the maker of Crest toothpaste, aimed at protecting children from potential health risks linked to excessive fluoride exposure.
The agreement requires P&G to update the marketing and packaging of Crest children’s toothpaste to accurately depict the recommended amount of fluoride toothpaste for young users. State investigators found that misleading images showing overly large amounts of toothpaste could cause parents to use more fluoride than recommended when helping children brush their teeth.
“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. “Misleading images that show excessive amounts of fluoride toothpaste put children’s health and brain development at risk.”
Under the terms of the agreement, P&G began rolling out updated packaging on January 1, 2026. The company is required to maintain compliance with the updated standards for the next five years, ensuring that images and instructions clearly reflect pediatric dental guidelines.
Health experts note that while fluoride is beneficial in preventing cavities, excessive ingestion by young children can lead to health concerns, including dental fluorosis and other potential developmental risks. Clear labeling and accurate visual guidance are considered critical for parents of young children who may swallow toothpaste while brushing.
The agreement follows Paxton’s earlier settlement with Colgate, which marked the first enforcement action of its kind targeting children’s toothpaste marketing. That settlement set a new industry standard and prompted broader compliance across manufacturers.
Paxton’s office said the Crest agreement reinforces Texas’ commitment to consumer protection and holding large corporations accountable when marketing practices may mislead families or place children at risk.
