Attorney General Ken Paxton has taken another swing at the oral care industry and scored a settlement with the manufacturers of Crest toothpaste over their marketing practices. According to a recent release from the Office of the Attorney General, Procter & Gamble (P&G) has agreed to modify the packaging of Crest children's toothpaste to accurately show the recommended amount of toothpaste for youngsters.
This deal underscores Paxton's commitment to protect children from excessive fluoride exposure. He sharply notes, "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." The updated packaging, which began to appear on shelves on January 1, aims to clearly demonstrate the proper toothpaste quantity—addressing concerns that previous imagery may have inaccurately depicted excessive amounts to be squeezed onto the brush, as mentioned in the press release.
P&G, the behemoth behind Crest, will have to abide by this agreement for a five-year stretch, ensuring that parents and children alike are guided correctly. It's no secret that fluoride, though beneficial when used in small quantities, can pose health risks, particularly for developing brains, when overused. This settlement is a proactive step toward mitigating such hazards.
The pact with P&G comes on the heels of a historic settlement with Colgate, cited by Paxton as precedent-setting in the realm of children's toothpaste marketing. Said settlement has apparently set off a domino effect, prompting other manufacturers to toe the line and revisit their own marketing visuals to better depict recommended fluoride guidelines for children's toothpaste.
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