Texas Attorney General Ken Paxton has launched an investigation into two major toothpaste manufacturers, Colgate-Palmolive Co. and Procter & Gamble Co., the maker of Crest toothpaste, for alleged deceptive marketing practices that may encourage excessive fluoride use by children.
Paxton’s office issued civil investigative demands to the companies, citing concerns that their marketing tactics could mislead parents and lead to unsafe fluoride exposure in children. The investigation focuses on claims that the companies use flavors and advertising, such as bubblegum flavors and cartoon characters, to make toothpaste appealing to young children, potentially encouraging overuse.
“I will use every tool available to protect our kids from dangerous levels of fluoride exposure and deceptive advertising,” Paxton said in a May 1, 2025, news release.
Health authorities, including the Centers for Disease Control and Prevention and the American Dental Association, recommend that children under 3 use only a rice-sized amount of toothpaste, while children aged 3 to 6 should use a pea-sized amount to avoid risks associated with fluoride ingestion.
Paxton’s office alleges that despite these guidelines, the companies’ marketing practices may contribute to excessive fluoride exposure, which a growing body of scientific research links to potential developmental issues in children.
A study published in Nature found that parents tended to overload their children’s toothbrushes with 6 to 7 times the recommended amount of toothpaste, and 39% of parents were not aware of warnings associated with fluoride use that are printed on the packaging.
Colgate-Palmolive and Procter & Gamble have not publicly responded to the allegations.
The investigation marks Paxton’s latest use of consumer protection laws to scrutinize corporate practices, following probes into social media companies and other industries.