Crest Toothpaste Packaging Changed to Address Fluoride Concerns

The new packaging will clearly show the recommended amount of fluoride toothpaste for children, the attorney general of Texas said.

The Procter & Gamble logo in a Nov. 5, 2025, file image. Maxim Shemetov/Reuters

Procter & Gamble has started sending updated Crest children’s toothpaste packaging to stores under an agreement with Texas Attorney General Ken Paxton following concerns that the previous boxes encouraged excessive fluoride use.

Paxton in 2025 began investigating Procter & Gamble and Colgate-Palmolive Company, which manufactures Colgate toothpaste, because officials said that they were advertising toothpaste containing fluoride to children in ways that were “misleading, deceptive, and dangerous.”