Attorney General Ken Paxton (R) has launched an investigation into two major toothpaste manufacturers, Colgate-Palmolive and Procter & Gamble. Attorney General Paxton is accusing the companies of deceptive marketing practices involving fluoride toothpaste products aimed at children.
In a press release, Attorney General Paxton announced his office has sent Civil Investigative Demands (CIDs) to the companies, accusing them of potentially violating state law by promoting flavored fluoride toothpaste in ways that mislead parents and encourage excessive ingestion by children.
The investigation comes in the wake of a growing body of scientific evidence highlighting potential health risks associated with fluoride exposure in early childhood.
In August 2024, the U.S. Department of Health and Human Services’ National Toxicology Program released a meta-analysis identifying a statistically significant link between fluoride exposure and reduced IQ scores in children.
“The science is clear and the risks are real,” Attorney General Paxton warned in a statement. “Toothpaste manufacturers must follow state law to ensure that they aren’t putting Texas families in peril through their false, misleading, and deceptive marketing.”
Health experts, including the Centers for Disease Control and Prevention and the American Dental Association, recommend strict limits on fluoride toothpaste use for children, suggesting only only a rice-sized smear for those under three, and no more than a pea-sized amount for ages three to six.
Despite these guidelines, the attorney general alleges the companies market toothpaste in a way that encourages overuse, leveraging kid-friendly flavors, packaging, and promotional messaging that downplay the risks and contribute to overexposure.
“I will use every tool available to protect our kids from dangerous levels of fluoride exposure and deceptive advertising,” Attorney General Paxton argues. “As this investigation continues, I will take aggressive action against any corporation that puts our children’s health at risk.”
Neither Colgate-Palmolive nor Procter & Gamble has issued a statement regarding the investigations.
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