Procter & Gamble (P&G) has reached an agreement with Texas Attorney General Ken Paxton to modify the packaging and advertising of its children’s products, specifically Crest toothpaste. The agreement aims to ensure that the depiction of fluoride toothpaste quantities on Crest packaging aligns with guidance for children. Under the terms of the agreement, P&G will update its Crest children’s toothpaste marketing and packaging to clearly show the recommended amount of toothpaste for young users.
The revised packaging, which began appearing on January 1, 2026, will display a “pea-sized” amount of toothpaste on toothbrushes wherever they are depicted. P&G is obligated to adhere to these requirements for the next five years. Attorney General Paxton stated that deceptive marketing practices, such as showing excessive amounts of fluoride toothpaste, can put children’s health and brain development at risk.
This action follows a similar settlement reached with Colgate in September 2025, after an investigation found that its children’s toothpaste packaging may have shown more fluoride toothpaste than recommended. Colgate subsequently agreed to change imagery on its packaging and marketing materials for Colgate, Tom’s of Maine, and hello branded fluoride toothpastes intended for children under six years old.
The agreement is a result of concerns that excessive fluoride toothpaste consumption can be harmful to children’s health. The recommended amount of toothpaste for children is a “pea-sized” amount, and displaying this amount on packaging and advertising can help prevent overuse. By updating its packaging and advertising, P&G is taking steps to ensure that its products are used safely and effectively by children.
The settlement is an important step in ensuring that large corporations like P&G do not engage in deceptive practices that can harm children’s health. It highlights the importance of accurate and clear labeling on children’s products, particularly those that contain potentially harmful substances like fluoride. By taking action to address these concerns, P&G is demonstrating its commitment to the safety and well-being of its young consumers.