Texas legal authorities intensify investigation on toothpaste manufacturers due to mounting concerns over fluoride content
A New Twist in the Fluoride Saga: Toothpaste Giants under Fire
The controversial topic of adding fluoride to drinking water has taken a fresh turn, with the Trump Administration weighing in and toothpaste companies finding themselves square in the crosshairs.
Texas Attorney General Ken Paxton has thrust himself into the fray, announcing on Thursday that he is investigating none other than the Colgate-Palmolive Co. and Procter & Gamble Manufacturing Co., the makers of Crest, for alleged deception in their marketing tactics around fluoride toothpaste.
According to Paxton, these toothpaste manufacturers have been engaging in practices that are "misleading, deceptive, and dangerous," by flavoring their products and aggressively marketing them to children in a manner that encourages excessive fluoride consumption.
Paxton has vowed to take strong action against any corporation that jeopardizes the health of children, expressing his intent in a statement. Paxton's political ambition was further revealed last month, as he announced his intention to run for a US Senate seat in 2026, challenging the longstanding incumbent John Cornyn and potentially causing a rift in the Republican Party ahead of the primary election.
Colgate-Palmolive responded with a statement, asserting that their children's toothpastes containing fluoride are safe to use as directed and that they provide instructions for proper usage consistent with the Food and Drug Administration requirements, including appropriate age restrictions and instructions regarding the appropriate amount of toothpaste for children to use.
Procter & Gamble, however, declined to comment on the matter.
It's worth noting that fluoride is a mineral found naturally in soil, rocks, and water to varying degrees. It is also a byproduct of fertilizer production. For decades, on the recommendation of the US Centers for Disease Control and Prevention and the World Health Organization, many cities have added fluoride to their treated drinking water to protect teeth from cavities.
Public health authorities contend that community water fluoridation is safe and cost-effective, delivering fluoride to everyone. However, recent research has rekindled debate about the potential health risks associated with excessive exposure to fluoride, particularly its impact on children's intellectual development.
In April, the US Department of Health and Human Services and Environmental Protection Agency Administration announced that they would study the science to make a new recommendation on fluoride. HHS Secretary Robert F. Kennedy Jr. has also advised that he will recommend the CDC to cease recommending fluoridation for drinking water in communities.
Utah became the first state to ban fluoride in public drinking water in March, and Florida is poised to follow suit as the second state. Some cities have also removed fluoride from their water, while more are considering the change.
According to the Texas attorney general, the CDC and the American Dental Association recommend using small amounts of toothpaste on a child's toothbrush due to the well-known risks associated with fluoride overdose. However, the ADA continues to affirm the safety and effectiveness of community water fluoridation and supports the practice. Toothpastes containing fluoride offer an "extra benefit in preventing tooth decay," the ADA asserts, and toothpastes must contain fluoride to receive the organization's seal of approval.
The outcome of the investigation initiated by Texas Attorney General Ken Paxton may shape the marketing practices of toothpaste manufacturers and lead to stronger safety warnings for parents.
CNN's Brenda Goodman, Jen Christensen and Katherine Dillinger contributed to this report.
Enrichment Data:Yes, Texas Attorney General Ken Paxton is currently investigating Colgate-Palmolive Co. and Procter & Gamble Manufacturing Co. over allegations of deceptive marketing of fluoride toothpaste products targeted at children[1][2][3]. Civil Investigative Demands (CIDs) have been issued to scrutinize whether these companies violated state laws through advertising strategies that may encourage unsafe use by children[1][4].
Implications for children's health:The investigation stems from concerns about excessive fluoride exposure linked to developmental risks. A August 2024 National Toxicology Program meta-analysis found a statistically significant association between fluoride exposure and lower IQ scores in children[1][4]. While fluoride helps prevent cavities, health agencies like the CDC and American Dental Association recommend strict usage limits:- Under age 3: Rice-sized smear of toothpaste[1][4]- Ages 3–6: Pea-sized amount[1][5]
Paxton’s office alleges that flavored products and marketing tactics—such as cartoon characters and colorful packaging—mislead parents and incentivize children to use excessive amounts of toothpaste[5][4]. If proven, these practices could expose children to dental fluorosis (tooth discoloration) or neurodevelopmental risks, as highlighted by recent studies[1][5].
The outcome of the investigation may pressure manufacturers to revise marketing practices and enhance safety warnings[5]. Paxton emphasized his intent to "protect our kids from dangerous levels of fluoride exposure and deceptive advertising"[4].
- The investigation by Texas Attorney General Ken Paxton is focused on Colgate-Palmolive Co. and Procter & Gamble Manufacturing Co., the makers of Crest, due to allegations of deceptive marketing of fluoride toothpaste.
- Civil Investigative Demands (CIDs) have been issued to these companies to scrutinize whether they violated state laws through their advertising strategies.
- The concerns revolve around excessive fluoride exposure, which is linked to developmental risks.
- A recent National Toxicology Program meta-analysis in August 2024 found a statistically significant association between fluoride exposure and lower IQ scores in children.
- While fluoride helps prevent cavities, health agencies like the CDC and American Dental Association recommend strict usage limits.
- For children under age 3, a rice-sized smear of toothpaste is recommended, and for ages 3–6, a pea-sized amount is suggested.
- Paxton's office alleges that flavored products and marketing tactics, such as cartoon characters and colorful packaging, mislead parents and incentivize children to use excessive amounts of toothpaste.
- If proven, these practices could expose children to dental fluorosis (tooth discoloration) or neurodevelopmental risks.
- The outcome of the investigation may pressure manufacturers to revise marketing practices and enhance safety warnings.
- Paxton emphasized his intent to "protect our kids from dangerous levels of fluoride exposure and deceptive advertising".
- The investigation could shape the future marketing practices of toothpaste manufacturers and lead to stronger safety warnings for parents.
- In light of these developments, it is essential to analyze the science behind fluoride and its potential health risks.
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