Procter & Gamble announced on January 8, 2026 that it will roll out new packaging and marketing for its Crest children’s toothpaste after reaching an agreement with Texas Attorney General Ken Paxton. The updated packaging, which began rolling out on January 1, 2026, will depict a pea‑sized amount of toothpaste and remove the previous depiction of a full strip, in line with the Texas AG’s request to prevent potential over‑inhalation of fluoride by children.
The agreement requires P&G to maintain compliance for five years and is part of a broader regulatory push that began in May 2025 when the Texas AG’s office opened investigations into the marketing of fluoride toothpaste for children. The AG’s concerns center on the risk of excessive fluoride ingestion and its potential impact on children’s health and brain development. P&G’s compliance move follows a similar agreement reached by Colgate‑Palmolive in September 2025, indicating a growing trend of state‑level scrutiny over pediatric oral care products.
P&G’s statement emphasized its commitment to safety and compliance, noting that the new artwork will reflect the American Dental Association’s recommended dosing levels for children. The company also highlighted that the packaging change will not affect the product’s safety, efficacy, or performance. While the update is a compliance measure rather than a recall, it signals P&G’s willingness to adapt to regulatory expectations and maintain consumer trust in a highly regulated market.
From a business perspective, the packaging update is expected to have a minimal direct impact on sales volume. However, it may influence brand perception and regulatory relationships, potentially reducing future litigation risk and strengthening P&G’s standing with consumer‑protection regulators. The company has not disclosed any cost estimates for the redesign, but the five‑year compliance period suggests ongoing investment in packaging and marketing adjustments.
The broader context includes the American Dental Association’s support for fluoride use in toothpaste and water, which it says strengthens tooth enamel and prevents cavities. The ADA has criticized the Texas AG’s office for “grossly mischaracterizing” its recommendations. P&G’s compliance move aligns with ADA guidance while addressing state‑level concerns, positioning the company to navigate both federal and state regulatory environments without compromising product quality or consumer safety.
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