P&G updates Crest Kids’ toothpaste packaging following Texas Attorney General probe

USA – Procter & Gamble (P&G) will revise the packaging and marketing of its Crest kids’ toothpaste lines after reaching an agreement with Texas Attorney General Ken Paxton, following concerns that product imagery depicted excessive amounts of fluoride toothpaste for young children.

The revised packaging began rolling out on 1 January 2026, and P&G is required to comply with the updated standards for the next five years.

The issue centers on how much toothpaste is visually shown on packaging. While U.S. health authorities recommend a “smear” for children under three and a “pea-sized” amount for ages three to six, some Crest packaging displayed a larger quantity, potentially causing parents to use more toothpaste than recommended.

Excessive fluoride exposure in early childhood has been linked to dental fluorosis and other health concerns.

Paxton emphasized the need for accuracy and child safety in oral-care marketing.

“When parents are teaching their kids the basic habit of brushing their teeth, they shouldn’t have to worry about deceptive marketing endangering their children,” he said.

“Misleading images that show excessive amounts of fluoride toothpaste put children’s health and brain development at risk. This settlement is an important step in ensuring that large corporations like P&G no longer engage in these deceptive practices.”

Under the settlement, P&G will clearly depict the appropriate pea-sized amount on all Crest children’s toothpaste packaging, promotional materials, and digital assets.

The company will also adjust its advertising practices to ensure consistency with FDA recommendations.

The action against P&G follows a similar settlement in September 2025 with Colgate-Palmolive.

That investigation found that packaging for Colgate, Tom’s of Maine, and hello fluoride toothpastes intended for children under six often displayed more than the recommended amount of toothpaste.

Colgate agreed to modify all imagery to reflect accurate dosing while maintaining existing written usage instructions, which already aligned with FDA guidelines.

These cases reflect increased regulatory scrutiny of children’s personal care products, particularly where visual marketing could influence behavior or lead to unintentional misuse.

Experts note that parents often rely more on imagery than written instructions, especially when teaching young children oral hygiene habits.

Oral-care manufacturers are now expected to review not only their fluoride dosage messaging but also how visual cues on packaging may affect parental interpretation.

Industry analysts say more companies may voluntarily update packaging to avoid legal exposure and to strengthen consumer trust.

With P&G and Colgate both committing to revised, child-safe imagery standards, the oral-care category is likely to see widespread packaging changes throughout 2026, particularly for products targeting early-years consumers.

Subscribe to our email newsletters that provide busy executives like you with the latest news insights and trends from Africa and the World. SUBSCRIBE HERE