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...