Colgate Agrees to Update Toothpaste Marketing After Pressure from Attorney General

Colgate-Palmolive has agreed to update its marketing for fluoride toothpaste products intended for children under six, ensuring that images on packaging and promotions show only a "pea-sized" amount of toothpaste. The investigation by Texas Attorney General Ken Paxton was triggered by concerns over misleading toothpaste packaging and advertising aimed at children. The changes will be implemented online first and then on physical packaging.

Colgate-Palmolive has agreed to update its marketing for fluoride toothpaste products intended for children under six. The company will ensure that images on packaging and promotions show only a "pea-sized" amount of toothpaste. This change comes following an investigation by Texas Attorney General Ken Paxton, who raised concerns over misleading toothpaste packaging and advertising aimed at children.

The new visuals will depict a "pea-sized" amount of toothpaste on toothbrushes, aligning with health recommendations. These changes will first appear online and later on physical packaging. The agreement follows a civil investigative demand issued by Paxton in May to Colgate and Procter & Gamble, which makes Crest, claiming that their marketing causes parents to give children unhealthy doses of fluoride. The Procter & Gamble case remains open.

Colgate, based in New York, did not immediately respond to requests for comment. The changes are expected to be implemented by November 1, 2025. Fluoride strengthens tooth enamel and helps prevent cavities, but a study published in January in the journal JAMA Pediatrics linked higher fluoride exposures in children to lower IQ scores.

The agreement is part of Paxton's broader initiative, "Make America Healthy Again," which aims to protect the health of children and families. While the movement has drawn support from opponents of overregulation and those concerned about health threats, critics argue that some elements could roll back healthcare advances built over decades.

Colgate to change toothpaste packaging to address Texas AG fluoride concerns^[1] https://www.cnbc.com/2025/09/15/colgate-to-change-toothpaste-packaging-to-address-texas-ag-fluoride-concerns-.html
AG Paxton strikes landmark deal with Colgate on kids' toothpaste packaging^[2] https://foxsanantonio.com/newsletter-daily/ag-paxton-strikes-landmark-deal-with-colgate-on-kids-toothpaste-packaging-marketing-children-families-toothbrush-dental-hygiene
Colgate to change toothpaste packaging to address Texas AG fluoride concerns^[3] https://www.reuters.com/business/healthcare-pharmaceuticals/colgate-change-toothpaste-packaging-address-texas-ag-fluoride-concerns-2025-09-15/