New Crest kids toothpaste packaging rolls out under agreement with Texas AG

Texas Attorney General Ken Paxton said his office reached an agreement with Procter & Gamble Manufacturing Co. to update the marketing and labeling for Crest children’s toothpaste.

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The company began rolling out the revised packaging on Jan. 1, and it will be required to maintain compliance for the next five years.

The move follows an earlier settlement between Paxton and Colgate over similar concerns, the attorney general’s office said.

“When parents are teaching their kids the basic habit of brushing their teeth, they shouldn’t have to worry about deceptive marketing endangering their children,” said Attorney General Paxton in a press release. “Misleading images that show excessive amounts of fluoride toothpaste put children’s health and brain development at risk. This settlement is an important step in ensuring that large corporations like P&G no longer engage in these deceptive practices.”