{"id":9296,"date":"2025-09-17T04:37:14","date_gmt":"2025-09-17T08:37:14","guid":{"rendered":"https:\/\/www.packagingindustrynews.com\/?p=9296"},"modified":"2025-09-17T04:37:14","modified_gmt":"2025-09-17T08:37:14","slug":"colgate-agrees-to-modify-toothpaste-packaging-after-texas-ag-scrutiny","status":"publish","type":"post","link":"https:\/\/www.packagingindustrynews.com\/?p=9296","title":{"rendered":"Colgate agrees to modify toothpaste packaging after Texas AG scrutiny"},"content":{"rendered":"


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This change will begin appearing online before rolling out on physical products. Credit: by dejavu \/ Shutterstock.com.<\/figcaption><\/figure>\n<\/p><\/div>\n

Colgate-Palmolive has agreed to alter marketing and packaging practices for its toothpaste products, after Texas Attorney General deemed its fluoride advertising \u201cmisleading\u201d.<\/p>\n

Following an agreement with Texas Attorney General Ken Paxton, the company has now decided to depict \u201csafe, age-appropriate amounts\u201d of toothpaste on its packaging and ads for children under six years old.<\/p>\n

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This change, effective 1 November 2025, will begin appearing online before rolling out on physical products.<\/p>\n

The new visuals for packaging and promotions will feature a \u201cpea-sized\u201d amount of toothpaste.<\/p>\n

The changes will apply to Colgate, Tom\u2019s of Maine, and hello brand toothpastes.<\/p>\n

This follows investigations launched by Paxton earlier this year.<\/p>\n

Paxton had issued Civil Investigative Demands to Colgate-Palmolive and Proctor & Gamble, alleging they used \u201cmisleading, deceptive, and dangerous\u201d marketing for their toothpaste products.<\/p>\n

Procter & Gamble sells and advertises\u00a0the Crest brand of fluoride toothpaste.<\/p>\n

Paxton had alleged that the fluoride toothpaste ads of toothpaste manufacturers showed more than the recommended amount.<\/p>\n

In his statement, he has acknowledged Colgate\u2019s full cooperation with the Office of the Attorney General during the probe.<\/p>\n

He also noted that the usage instructions on Colgate\u2019s product labels \u201cconsistently\u201d comply with FDA norms.<\/p>\n

\u201cThis historic agreement with Colgate is an incredible example of what is possible when American companies are willing to take concrete steps to protect the health of our children and families. We commend Colgate for being the first major toothpaste manufacturer to make meaningful change in this space and hope other companies follow their lead,\u201d Paxton said.<\/p>\n

According to an \u201cAssurance of Voluntary Compliance\u201d filed in this regard, Colgate\u2019s action does not constitute an admission of rule violation.<\/p>\n

\u201cColgate expressly denies any such liability for, violation of, or noncompliance with any such law, rule, or regulation,\u201d the filing said.<\/p>\n

The Attorney General\u2019s Office hopes that Crest will emulate Colgate\u2019s actions concerning the protection of children.<\/p>\n

Paxton initiated the investigation into toothpaste companies amid\u00a0increasing scientific data about the dangers of excessive fluoride exposure for children.<\/p>\n

In August 2024, a meta-analysis from the Department of Health and Human Services\u2019 National Toxicology Program indicated a \u201cstatistically significant\u201d connection between fluoride exposure and decreased IQ scores in children.<\/p>\n

The CDC advises parents to apply a rice-sized \u201csmear\u201d of toothpaste for children younger than three years old.<\/p>\n

The\u00a0American Dental Association\u00a0also recommends that parents use \u201cno more than a pea-sized amount\u201d of fluoride toothpaste for children aged three to six years, to prevent health risks linked to overdose.<\/p>\n

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