Colgate-Palmolive will update its toothpaste packaging and marketing after Texas Attorney General Ken Paxton raised concerns about fluoride use in children. Beginning 1 November, the company will adjust how it depicts toothpaste on products under its Colgate, Tom’s of Maine, and Hello brands.
Paxton said Colgate will now show “safe, age-appropriate amounts” of toothpaste for children under six. Packaging and promotional images will feature a pea-sized amount rather than the larger swirls often displayed. The change is intended to align with usage instructions already printed on labels.
The new depictions will appear online first and roll out to store shelves later.
Background of the Investigation
In May, Paxton issued civil investigative demands to Colgate and Procter & Gamble, which manufactures Crest toothpaste. He alleged that their marketing could encourage parents to give children unsafe doses of fluoride. While Colgate has agreed to changes, the Procter & Gamble investigation remains ongoing.
Paxton, a Republican, linked the move to his “Make America Healthy Again” campaign, associated with US Health and Human Services Secretary Robert F. Kennedy Jr. Critics, however, argue that elements of the campaign could undermine established healthcare practices.
Ongoing Debate Over Fluoride Safety
Fluoride has long been recognised for strengthening tooth enamel and preventing cavities. The American Dental Association continues to support its use in toothpaste and drinking water.
However, debate persists. A study published earlier this year in JAMA Pediatrics linked higher fluoride exposure in children to lower IQ scores. The findings faced criticism from dental health experts, who highlighted flaws in the analysis and cautioned against using it to shift public policy.
Colgate, based in New York, did not immediately comment on the development. Procter & Gamble also declined to respond.
As Paxton campaigns for a 2026 US Senate seat against Republican incumbent John Cornyn, the issue of fluoride safety is expected to remain in public focus.
with inputs from Reuters
