Overview

• The agreement requires Colgate, Tom’s of Maine and hello fluoride toothpastes for children under six to depict a pea-sized amount whenever toothpaste is shown on a toothbrush.
• Texas Attorney General Ken Paxton reached the deal after investigating whether marketing imagery could encourage excessive fluoride use in young children.
• Colgate will update images on websites and digital platforms starting November 1, 2025, with revised physical packaging appearing later on store shelves.
• Colgate says written usage instructions already comply with FDA requirements and those labels will not change.
• Paxton’s office says its civil investigative demand to Procter & Gamble, maker of Crest, remains open as scientific debate over fluoride exposure continues alongside longstanding dental guidance supporting its cavity protection benefits.