P&G to change Kid’s Crest toothpaste packaging in Texas
Key takeaways
- P&G agreed to update its Kid’s Crest packaging in Texas to show the correct amount of toothpaste for children after concerns over fluoride exposure.
- The agreement follows action by Ken Paxton, who warned that misleading images could pose health risks if children swallow excessive fluoride.
- Packaging changes took effect January 1 and must be maintained for five years.
Procter & Gamble (P&G) has agreed to change the packaging of its Kid’s Crest toothpaste to accurately depict the correct amount of toothpaste needed for children in Texas, US.
The agreement was secured by Texas Attorney General Ken Paxton after he expressed concerns about the amount of fluoride-containing toothpaste depicted on the packaging, which could harm children.
Fluoride, in small controlled amounts, provides certain dental benefits, such as strengthening enamel. However, excessive fluoride exposure is unsafe, especially for children, who often swallow toothpaste during brushing.
“P&G and the Crest brand are fully committed to delivering safe, reliable products that benefit the oral health outcomes of our consumers. The quality and safety of our products is our top priority,” a P&G spokesperson tells Packaging Insights.
P&G’s marketing and packaging must “clearly depict the appropriate amount of toothpaste for children, says Paxton.” He notes that the changes took effect on January 1, and P&G must maintain compliance for a period of five years.
The P&G spokesperson comments: “We are pleased that the Texas Attorney General acknowledged in the settlement that our products comply with all laws and regulations regarding directions for use. We are voluntarily agreeing to ensure that our artwork reflects recommended dosing levels for children.”
Ending “deceptive practices”
Paxton highlights that P&G’s agreement to the packaging and marketing changes signals a significant step in ensuring that large corporations stop “deceptive practices.”
He says: “Misleading images that show excessive amounts of fluoride toothpaste put children’s health and brain development at risk.”
The agreement is similar to another case in which Paxon settled with Colgate after an investigation found that the company was depicting excessive amounts of fluoride on children’s toothpaste packaging.
Currently, P&G is also facing a lawsuit in Illinois, US, that alleges its Kid’s Crest toothpaste packaging promotes unsafe amounts of toothpaste for children. The lawsuit invokes various state consumer protection claims, including “false” advertising and “unfair” marketing practices.
