Procter & Gamble changes Crest toothpaste packaging to address Texas AG fluoride concerns

Colgate-Palmolive

08/01/2026 15:40

Jan 8 - Procter & Gamble PG.N is rolling out new packaging and marketing for Crest children's toothpaste under an agreement with Texas Attorney General Ken Paxton, after he expressed concern that its marketing of fluoride could harm children.

Paxton said updated packaging will depict the "appropriate amount" of toothpaste for children.  He said the rollout began on January 1, and Procter & Gamble must maintain compliance for five years.

Colgate-Palmolive CL.N reached a similar agreement with Paxton in September for its Colgate, Tom's of Maine and hello brands of toothpaste.

(Reporting by Jonathan Stempel in New York)

(((( jon.stempel@thomsonreuters.com ; +1 646 223 6317; Reuters Messaging: jon.stempel.thomsonreuters.com@reuters.net /))))