Colgate-Palmolive Company has agreed to change packaging for its toothpaste, the attorney general of Texas said on Sept. 15.
The company has agreed to show a pea-sized amount of toothpaste in images of toothpaste on a toothbrush on packaging or in marketing, according to Paxton.
The agreement resolves concerns that Colgate was marketing its toothpaste in deceptive ways.
“This historic[al] 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 on Monday. “We commend Colgate for being the first major toothpaste manufacturer to make meaningful change in this space and hope other companies follow their lead.”
Fluoride is included in many brands of toothpaste, as well as water in most municipalities. The natural mineral protects teeth by making tooth enamel stronger, which results in better resistance to tooth decay, according to the American Dental Association.
Paxton’s office did not release a copy of the agreement. Colgate and Procter & Gamble, which sells the Crest brand of toothpaste, did not respond to requests for comment.
Colgate maintained in the agreement that the writing on its labeling was accurate, and it is not changing its written instructions. At the same time, the company said that starting on Nov. 1, its products for children under the age of six will show amounts of toothpaste that are consistent with the writing.
Paxton remains hopeful that Procter & Gamble will reach a similar agreement, according to his office.