Texas AG and Colgate Reach Fresh Agreement on Toothpaste Marketing

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  • Texas AG Ken Paxton announced a settlement with Colgate-Palmolive Company (Colgate) to resolve concerns expressed by the AG about the company’s packaging and advertising of children’s fluoride toothpaste.
  • As previously reported, prior to the settlement, AG Paxton had been investigating whether Colgate’s marketing encouraged children to ingest flavored toothpaste and misled parents into using more than the safe, recommended amount.
  • Under the agreement, Colgate will introduce new packaging and marketing across its Colgate, Tom’s of Maine, and hello branded fluoride toothpastes for children under the age of six. Any depictions of toothpaste on a toothbrush will now show a “pea-sized” amount, consistent with product label usage instructions and FDA guidelines. The updated visuals will first appear in online marketing and then on product packaging.
  • AG Paxton is also investigating Procter & Gamble Manufacturing Co.—which advertises and sells Crest branded toothpaste—to address similar concerns. That investigation remains ongoing.
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