CITIZENS NEWS

Texas AG Ken Paxton takes on toxic toothpaste: Investigation launched over fluoride risks to children

By isabelle // 2025-05-01

• Texas AG Ken Paxton is investigating Colgate-Palmolive and Procter & Gamble for allegedly misleading parents about fluoride toothpaste safety for kids.
• Studies link excessive fluoride exposure to lower IQ scores in children, prompting federal warnings and legal scrutiny.
• Critics say candy-flavored, cartoon-branded toothpaste encourages kids to swallow dangerous amounts, risking toxicity and cognitive harm.
• Lawsuits accuse brands of deceptive marketing, with packaging showing excessive toothpaste amounts and downplaying FDA warnings.
• Poison Control reports thousands of fluoride ingestion cases yearly, with dental fluorosis now affecting 68% of U.S. children.

Texas Attorney General Ken Paxton has launched investigations into two major toothpaste manufacturers, Colgate-Palmolive and Procter & Gamble, for allegedly marketing fluoride toothpaste in ways that mislead parents and encourage unsafe use by kids. The probe, announced today, comes amid mounting scientific evidence linking excessive fluoride exposure to developmental risks, including lower IQ scores in children. With federal health agencies warning against overuse, Paxton’s office is demanding answers from corporations accused of prioritizing profits over child safety.

The dangers of fluoride exposure

Fluoride, long promoted by dental associations for cavity prevention, has come under scrutiny for its neurotoxic effects, particularly in young children. A 2024 meta-analysis by the National Toxicology Program found a "statistically significant association between fluoride exposure and lower IQ scores in children." The Centers for Disease Control and Prevention (CDC) and the American Dental Association (ADA) recommend only a rice-sized smear of toothpaste for children under three and a pea-sized amount for those aged 3 to 6. Yet, critics argue that flavored, cartoon-adorned toothpaste packaging encourages kids to swallow excessive amounts, increasing the risk of acute toxicity, dental fluorosis, and even long-term cognitive harm. “I will use every tool available to protect our kids from dangerous levels of fluoride exposure and deceptive advertising,” Paxton declared. His office issued Civil Investigative Demands (CIDs) to Colgate and Procter & Gamble, alleging their marketing tactics violate state consumer protection laws.

Deceptive marketing under fire

A series of class action lawsuits, filed in multiple states, accuse toothpaste brands like Crest and Colgate of using candy-like flavors (such as "Bubblegum" and "Watermelon Burst") and cartoon imagery to make their products appealing to children. Packaging often depicts a full strip of toothpaste, far exceeding the recommended amount, while downplaying FDA-mandated warnings. One complaint alleges that a third of a tube of kids' fluoride toothpaste contains "enough fluoride to kill a toddler." Attorney Michael Connett, who previously won a landmark case against the EPA over water fluoridation, is representing plaintiffs in the lawsuits. He argues that manufacturers have long known the risks but continue aggressive marketing. “These corporations have known of the risks of fluoride to children—IQ loss, dental fluorosis, and other serious health concerns—for decades,” said Children’s Health Defense CEO Mary Holland.

A growing public health crisis

Data from Poison Control reveals between 10,000 and 15,000 annual calls related to fluoride toothpaste ingestion, with hundreds of cases requiring hospitalization. Dental fluorosis, a condition caused by excessive fluoride, now affects 68% of U.S. children, up from 23% in the 1980s. Integrative dentist Dr. Griffin Cole condemned the industry’s tactics: “The advertising of toothpastes is more than misleading and irresponsible … it’s unethical. The use of vibrant colors, bubblegum flavors and pretty swirls is clearly aimed at children and misleads parents into thinking these products, which contain fluoride, are safe." Paxton’s investigation aligns with a broader push for corporate accountability. The lawsuits seek damages for parents misled into overusing products and demand clearer labeling. Meanwhile, health advocates urge parents to scrutinize ingredients and adhere to dosage guidelines. As legal battles unfold, Paxton’s actions spotlight a critical public health issue: the need for honesty in product marketing. With children’s cognitive development at stake, the outcome could reshape industry standards. For now, parents are advised to exercise caution—because when it comes to fluoride, less is more. Sources for this article include: KXXV.com TexasAttorneyGeneral.gov ChildrensHealthDefense.org

fluoride toxins IQ toothpaste big government lawsuits progress deceptive marketing badhealth greater texan