Attorney General Ken Paxton has initiated investigations into Colgate-Palmolive Company and Proctor & Gamble Manufacturing Co., which promotes "Crest" branded fluoride toothpaste. The focus of these investigations is on alleged misleading, deceptive, and dangerous marketing practices aimed at parents and children.
This action comes after accumulating scientific findings indicating potential risks associated with excessive fluoride exposure in children. Particularly, a meta-analysis published by the Department of Health and Human Services’ National Toxicology Program in August 2024 highlighted a statistical link between fluoride exposure and lower IQ scores in children.
According to the CDC, children under three should use only a rice-sized smear of toothpaste, while the American Dental Association advises that children aged 3-6 should use no more than a pea-sized amount. These precautions are due to known risks of fluoride overdose.
Despite these guidelines, it is claimed that toothpaste manufacturers persist in flavoring their products and marketing them in ways that may lead children to consume excessive amounts of fluoride. Such marketing may encourage parents to use more than the safe recommended amounts.
Ken Paxton stated: “I will use every tool available to protect our kids from dangerous levels of fluoride exposure and deceptive advertising. Toothpaste manufacturers must follow state law to ensure that they aren’t putting Texas families in peril through their false, misleading, and deceptive marketing, and these CIDs will help my office discover any potential wrongdoing. As this investigation continues, I will take aggressive action against any corporation that puts our children’s health at risk.”