Texas Attorney General Ken Paxton has reached an agreement with Colgate-Palmolive to change the packaging and marketing of its children’s toothpaste due to concerns about fluoride exposure.
Beginning November 1st, Colgate will partner with brands like Tom’s of Maine and Hello to offer “age-appropriate and safe toothpaste amounts” for children under six.
The toothpaste images on toothbrushes will now show “pea-sized” amounts instead of larger swirls or dollops. These changes will be rolled out first online and later on in-store packaging.
In May, Paxton launched a civil investigation into Colgate-Palmolive and Procter & Gamble, alleging that their marketing practices could mislead parents into giving their children excessive amounts of fluoride.
Paxton accused the two companies of marketing their products to children and parents in a “misleading, deceptive, and dangerous” manner. The investigation into Procter & Gamble is ongoing.
“I will do everything in my power to protect our children from dangerous fluoride levels and deceptive advertising,” Paxton said in May. “Toothpaste manufacturers must comply with state law and avoid putting Texas families at risk through false or misleading marketing.”
Paxton’s action follows recent bans on drinking water fluoride in Utah and Florida, measures praised by U.S. Health and Human Services Secretary Robert F. Kennedy Jr., who advocated for a nationwide reduction in fluoride intake.
Fluoride has long been considered a major achievement in American public health, strengthening tooth enamel and preventing cavities, according to experts including the American Dental Association.
However, a recent study published in JAMA Pediatrics has raised concerns about high fluoride exposure in children and a potential link to lower IQ.
Critics, including a University of Iowa dental professor, have warned against using the study to justify changes to public fluoride policy.
Paxton is currently running for the 2026 U.S. Senate, seeking to succeed Republican John Cornyn.
