6 lawsuits accuse kids’ fluoride toothpaste makers of violating federal law


The following information is from Children’s Health Defense.


Six class action lawsuits filed in federal courts in California and Illinois accuse major toothpaste and mouth rinse manufacturers of misleading parents about the safety of their fluoride-containing products for children. Plaintiffs include parents and caregivers from multiple states, including California, Illinois, and New York, with the proposed class for Crest toothpaste spanning nationwide.

The brands named in the lawsuits include Crest, Colgate/Tom’s of Maine, Act, Firefly, and Hello, all of which market products specifically for children. The lawsuits allege that these companies fail to provide adequate warnings about fluoride’s health risks and use deceptive tactics to promote their products as “extra safe for children.”

According to the complaints, the companies design their packaging to appeal directly to children, using candy-like flavors such as Bubblegum and Watermelon Burst, bright colors, and cartoon characters. This marketing strategy, the lawsuits claim, encourages children to overuse these products, increasing their exposure to fluoride.

The lawsuits also accuse the brands of violating the Federal Food, Drug & Cosmetic Act by obscuring FDA-mandated warnings about fluoride risks behind promotional text. This practice allegedly misleads parents into believing the products are safer than they are, putting children’s health at significant risk.

“The advertising of toothpastes is more than misleading and irresponsible … it’s unethical.”
— Dr. Griffin Cole, Integrative Dentist

The lawsuits emphasize the dangers of excessive fluoride consumption, especially in young children. Risks include:

  • Dental fluorosis, causing permanent discoloration and damage to teeth.
  • Acute fluoride toxicity, which can lead to nausea, vomiting, diarrhea, and flu-like symptoms.
  • Severe cases, where swallowing as little as a third of a tube of kids’ toothpaste can cause death in toddlers.

Fluoride overexposure is also linked to:

  • Neurotoxicity, including reduced IQ and potential links to ADHD.
  • Endocrine disruption, affecting hormone regulation.
  • Reproductive harm and heightened risk of thyroid dysfunction.

According to the CDC, an alarming 35% of children eat toothpaste frequently, unaware of the potential dangers. Rates of dental fluorosis have skyrocketed from 23% in the late 1980s to 68% in 2015-16, coinciding with the rise of candy-flavored fluoride products marketed to children.

The lawsuits seek statutory and punitive damages, as well as stronger FDA labeling regulations to ensure parents are adequately warned about the risks of fluoride exposure. Plaintiffs also demand companies stop marketing fluoride products in a way that encourages overuse by children.

“These corporations have known of the risks of fluoride to children … for decades. Their marketing to kids is akin to how illegal cigarette ads target kids.”

— Mary Holland, CEO, Children’s Health Defense

Attorney Michael Connett, who represents the plaintiffs, is known for successfully challenging the EPA’s stance on fluoride safety in 2024. That case led to a significant ruling acknowledging the risk of fluoride exposure on children’s IQ development.

“These lawsuits aim to hold corporations accountable for prioritizing profits over the safety and health of children.”
Michael Connett, Attorney, Siri & Glimstad

If successful, these lawsuits could set a precedent for how fluoride-containing products are marketed, regulated, and labeled, ensuring safer standards for children.

For more details, read the full article here.


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