The following information is from Children’s Health Defense.

Procter & Gamble (P&G) agreed to change how it markets Crest fluoride toothpaste to young children following an agreement with Texas Attorney General Ken Paxton.

Under the agreement, P&G’s advertising aimed at children under age 6 must reflect age-appropriate amounts of toothpaste. The changes took effect this month.

Health authorities, including the Centers for Disease Control and Prevention (CDC), the American Dental Association (ADA), and the American Academy of Pediatrics (AAP), recommend that children under age 3 use no more than a “smear” of fluoride toothpaste, and that children ages 3 to 6 use only a “pea-sized” amount.

Paxton said Crest’s marketing materials often showed toothbrushes covered with a full strip of toothpaste, implying that amount was appropriate for children.

Research cited in the case shows such images prompt parents to use excessive amounts of toothpaste. A 2024 study published in Nature found parents routinely overloaded toothbrushes by six to seven times the recommended amount.

“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.”
— Ken Paxton, Texas Attorney General

Paxton said misleading images showing excessive fluoride toothpaste pose risks to children’s health and brain development.

“This settlement is an important step in ensuring that large corporations like P&G no longer engage in these deceptive practices.”
— Ken Paxton, Texas Attorney General

The agreement followed an investigation Paxton launched in May 2024 into toothpaste manufacturers accused of misleading parents and children. In September 2025, Paxton reached a similar agreement with Colgate-Palmolive.

Attorney Michael Connett, who represents plaintiffs in several class action lawsuits against fluoride toothpaste manufacturers, praised Paxton’s action but warned the agreement leaves a significant loophole.

“The agreement contains a major loophole that will allow the company to continue deceiving parents of young children.”
— Michael Connett, attorney, Siri & Glimstad

Connett said the agreement still allows companies to show “pea-sized” amounts of fluoride toothpaste for children under age 3, which he said exceeds even pro-fluoride recommendations.

Multiple class action lawsuits against major toothpaste and mouthwash manufacturers are continuing. Courts have denied motions to dismiss in several cases, allowing them to proceed to discovery.

Connett said the rulings bring manufacturers closer to being held accountable for deceptive marketing practices targeting parents of young children.

For more information, read the full article here.