Toothpaste brands forced to change labels thanks to Texas fluoride rules

Colgate‑Palmolive has agreed to change the packaging and marketing of its children’s toothpaste products following concerns raised by Texas Attorney General Ken Paxton about how fluoride is portrayed.

Starting November 1, Colgate, Tom’s of Maine, and Hello brands will display “safe, age‐appropriate amounts of toothpaste” for children under six, Paxton announced Monday. In particular, any image showing toothpaste on a toothbrush will depict a “pea‑sized” amount rather than larger blobs or swirls.