Overview
- Procter & Gamble started updating Crest children's packaging and marketing on Jan. 1, 2026, with a five-year compliance commitment.
- Texas Attorney General Ken Paxton said the changes will ensure materials clearly show the appropriate amount of toothpaste for young users.
- The agreement was reached with Procter & Gamble Manufacturing Co. following a state inquiry into fluoride marketing.
- A similar arrangement was secured in September 2025 with Colgate-Palmolive covering Colgate, Tom's of Maine, and hello brands.
- The American Dental Association says fluoride toothpaste is safe when used as directed, recommending a rice-sized smear for children under 3 and a pea-sized amount for ages 3 to 6.