Colgate-Palmolive has agreed to update its marketing and packaging for children’s toothpaste products after an investigation from Texas Attorney General Ken Paxton.
Attorney General Paxton began investigating the oral care company over concerns about toothpaste manufacturers depicting excessive amounts of fluoride toothpaste in their marketing and packaging, according to a Sept. 15 news release.
Beginning Nov. 1, the company will introduce new packaging and marketing for fluoride toothpaste products under its Colgate, Tom’s of Maine, and Hello brands. The changes apply to the company’s fluoride toothpaste products for children under the age of six, and will involve images only showing a “pea-sized” amount of toothpaste being used, according to the news release.
The attorney general’s office said the investigation was meant to prevent excessive fluoride exposure. Attorney General Paxton has also issued a civil investigative demand to Crest for similar concerns.
