Texas Attorney General Ken Paxton has announced an investigation into Procter & Gamble and Colgate-Palmolive over alleged deceptive advertising practices related to fluoride in children’s toothpaste. The probe aims to determine whether the companies misled consumers about the safety and recommended usage of fluoride-containing products marketed to children.
The investigation was prompted by concerns that popular toothpaste brands, including Crest and Colgate, use cartoon characters and vibrant packaging to appeal to children while failing to adequately warn parents about the risks of excessive fluoride exposure. Paxton’s office cited studies suggesting potential links between fluoride overuse and developmental issues, including lower IQ scores in children. These claims have sparked controversy, with critics questioning the scientific rigor of the studies.
“Parents deserve transparency when it comes to products designed for their children,” Paxton stated. “We will use every tool available to ensure companies are held accountable for misleading advertising that could harm Texas families.”
The Attorney General’s office highlighted discrepancies between the Centers for Disease Control and Prevention’s (CDC) guidelines and the marketing practices of toothpaste manufacturers. The CDC recommends a rice-sized smear of toothpaste for children under three and a pea-sized amount for children aged three to six. However, Paxton alleges that advertising campaigns encourage parents to use larger quantities, potentially exposing children to unsafe levels of fluoride.
This investigation is part of a broader effort by Paxton’s office to address deceptive advertising in consumer products. Earlier this year, Paxton launched a similar inquiry into food companies over misleading health claims.
Procter & Gamble and Colgate-Palmolive have yet to respond to the allegations. The outcome of the investigation could have significant implications for the regulation of fluoride-containing products and consumer protection laws in Texas.
For updates on this developing story, residents are encouraged to visit the Texas Attorney General’s website or follow local news outlets.
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