Procter & Gamble (P&G) has reached an agreement with Texas Attorney General Ken Paxton to modify the packaging of its Kid’s Crest toothpaste to accurately depict the correct amount of toothpaste needed for children. The agreement was made after Paxton expressed concerns that the packaging showed excessive amounts of fluoride-containing toothpaste, which could harm children. While fluoride is beneficial for dental health in small amounts, excessive exposure can be unsafe, particularly for children who often swallow toothpaste during brushing.
P&G has stated that the quality and safety of its products are its top priority, and it is committed to delivering safe and reliable products that benefit the oral health of its consumers. As part of the agreement, P&G’s marketing and packaging must clearly depict the appropriate amount of toothpaste for children. The changes took effect on January 1, and P&G must maintain compliance for a period of five years.
Paxton has hailed the agreement as a significant step in ending “deceptive practices” by large corporations. He claims that misleading images showing excessive amounts of fluoride toothpaste put children’s health and brain development at risk. The agreement is similar to a previous case in which Paxton settled with Colgate over similar concerns.
P&G is also facing a lawsuit in Illinois, which alleges that its Kid’s Crest toothpaste packaging promotes unsafe amounts of toothpaste for children. The lawsuit invokes various state consumer protection claims, including “false” advertising and “unfair” marketing practices. The company has stated that it is voluntarily agreeing to ensure that its artwork reflects recommended dosing levels for children, and that its products comply with all laws and regulations regarding directions for use.
Overall, the agreement highlights the importance of accurate and safe packaging for children’s products, particularly those containing potentially hazardous ingredients like fluoride. By modifying its packaging, P&G is taking steps to ensure that its products are safe and reliable for its consumers, and that its marketing practices are transparent and honest. The case also serves as a reminder that corporations have a responsibility to prioritize the safety and well-being of their consumers, particularly children, and to avoid engaging in deceptive practices that can put them at risk.