Colgate Will Change Toothpaste Marketing, Ending Paxton Probe

Colgate will modify its marketing and packaging practices to reflect age-appropriate toothpaste amounts in order to end an investigation from Texas Attorney General Ken Paxton (R).

The amount of fluoride toothpaste depicted in advertisements and commercials will now be consistent with the product labels’ user instructions, according to a court filing that Paxton announced Monday.

Fluoride has been in the spotlight with its safety in drinking water being questioned by US Health and Human Services Secretary Robert F. Kennedy Jr., though he has said he supports its use in toothpaste.

Paxton had alleged that Colgate’s advertisements for fluoride toothpaste showed amounts greater than what’s recommended for children under the age of six. The marketing changes are to take place by Nov. 1.

“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,” Paxton said in a press release. “We commend Colgate for being the first major toothpaste manufacturer to make meaningful change in this space and hope other companies follow their lead.”

Colgate’s move toward compliance carries no admission of unlawful conduct, the Sept. 10 court filing says.

The agreement follows an investigation Paxton opened in April under the state’s Deceptive Trade Practices Act. The joint filing says Colgate “fully cooperated” with the investigation.

Paxton is investigating Crest over similar concerns.

Colgate is represented by Kirkland & Ellis LLP.

The case is Texas v. Colgate-Palmolive Company, Tex. Dist. Ct., No. D-1-GN-25-007903, 9/10/25.