Texas Attorney General Ken Paxton announced an agreement with Procter & Gamble, maker of Crest toothpaste, to adjust marketing and packaging to provide clear guidance on the recommended fluoride amount for children.
“They shouldn’t have to worry about deceptive marketing endangering their children,” Paxton said. He added that “Misleading images that show excessive amounts of fluoride toothpaste put children’s health and brain development at risk.” The settlement requires P&G to show the correct amount of toothpaste on Crest children’s packaging and marketing, according to the Texas Attorney General.
The new packaging, appearing on shelves January 1, is part of P&G’s five-year compliance plan under the agreement. The changes ensure that Crest children’s toothpaste depicts only the safe amount of fluoride. This follows a previous settlement with Colgate addressing the same issue.
The Colgate settlement prompted other children’s toothpaste manufacturers to review their marketing. Paxton’s initiative has been praised for holding companies like P&G and Colgate accountable and ensuring clear guidance on product usage.
