{"id":11072,"date":"2026-01-09T04:39:49","date_gmt":"2026-01-09T09:39:49","guid":{"rendered":"https:\/\/www.packagingindustrynews.com\/?p=11072"},"modified":"2026-01-09T04:39:49","modified_gmt":"2026-01-09T09:39:49","slug":"pg-to-revise-crest-kids-toothpaste-packaging-after-texas-probe","status":"publish","type":"post","link":"https:\/\/www.packagingindustrynews.com\/?p=11072","title":{"rendered":"P&G\u00a0to revise\u00a0Crest kids\u2019 toothpaste packaging after Texas\u00a0probe"},"content":{"rendered":"


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Procter & Gamble updated its Crest children\u2019s toothpaste marketing and packaging. Credit: IgorGolovniov \/ Shutterstock.com. <\/figcaption><\/figure>\n<\/p><\/div>\n

Procter & Gamble\u00a0(P&G) has agreed to alter the packaging and advertising of its children\u2019s products after\u00a0an agreement\u00a0with Texas Attorney General Ken Paxton.<\/p>\n

The agreement aims to ensure that depictions of fluoride toothpaste quantities on Crest packaging align with guidance for children.<\/p>\n

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Under the terms reached,\u00a0P&G\u00a0will update its Crest children\u2019s toothpaste marketing and packaging to clearly show the recommended amount of toothpaste for young users.<\/p>\n

The revised packaging began appearing from 1 January 2026.<\/p>\n

The company is\u00a0obligated\u00a0to adhere to these requirements for the next five years.<\/p>\n

Paxton said: \u201cWhen parents are teaching their kids the basic habit of brushing their teeth, they shouldn\u2019t have to worry about deceptive marketing endangering their children.<\/p>\n

\u201cMisleading images that show excessive amounts of fluoride toothpaste put children\u2019s health and brain development at risk. This settlement is\u00a0an important step\u00a0in ensuring that large corporations like P&G no longer engage in these deceptive practices.\u201d\u202f<\/p>\n

This action follows a\u00a0similar settlement<\/a>\u00a0reached with Colgate in September 2025, after an investigation found that its children\u2019s toothpaste packaging may have shown more fluoride toothpaste than recommended.<\/p>\n

Colgate\u00a0subsequently\u00a0agreed to change imagery on its packaging and marketing materials for Colgate, Tom\u2019s of Maine, and hello branded fluoride toothpastes intended for children under six years old.<\/p>\n

The new visuals will display a \u201cpea-sized\u201d amount of toothpaste on toothbrushes wherever they are depicted.<\/p>\n

Colgate\u2019s written usage instructions had already aligned with FDA guidance and will remain unchanged.<\/p>\n

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