Crest Will Change Texas Marketing Over Paxton Fluoride Concerns

Procter & Gamble will modify the amount of Crest toothpaste in its advertisements in Texas no later than Jan. 1 to depict age appropriate usage, the company said in an agreed order with the state.

The consumer goods company will reflect in its marketing the amount of toothpaste specified in the label usage instructions for children under the age of 6.

The settlement is the latest step in an investigation from Texas Attorney General Ken Paxton (R) into toothpaste companies he said are encouraging children to use greater amounts of fluoride than is thought to be safe. In September, Paxton ...