Ken Paxton Reaches Agreement with Colgate on Toothpaste Marketing

Attorney General Ken Paxton (R) has announced an agreement with Colgate-Palmolive Company, “Colgate,” following concerns about how major toothpaste manufacturers depict fluoride toothpaste in their marketing and packaging.

The agreement is first of its kind with Colgate committed to changes across all of their toothpaste products.

Paxton’s Office raised concerns regarding visuals that showed excessive amounts of toothpaste on toothbrushes.

In response, Colgate agreed to update packaging and promotional material to only display “pea-sized” amounts of toothpaste that are consistent with federal safety guidance.

“This historic agreement with Colgate is an incredible example of what is possible when American companies are willing to take concrete steps to protect the health of our children and families,” said Paxton in a statement. “We commend Colgate for being the first major toothpaste manufacturer to make meaningful change in their space and hope other companies will follow their lead.”

Colgate highlighted that its written usage instructions already follow FDA requirements and will remain unchanged. Starting November 1, 2025, Colgate will begin to depict safe, age appropriate, toothpaste amounts in their visuals, with updated packaging to follow.

Paxton framed this outcome as a part of his broader initiative to “Make America Healthy Again.”

Meanwhile, Paxton had issued a Civil Investigation Demand to Crest and is investigating the company for similar practices.

His office expressed hope that Crest would follow Colgate’s example in prioritizing children’s health and consumer protection.