The makers of Crest toothpaste are facing a lawsuit after a US judge ruled that the packaging may imply children can use more toothpaste than is safe. US District Judge Jorge Alonso approved a motion allowing parents to question whether the depiction of a full strip of toothpaste on a brush violates state consumer protection laws.
Fluoride, used to strengthen enamel and prevent decay, has a safe limit of 1,000 to 1,500 parts per million according to the World Health Organization. Ingesting too much fluoride can cause fluorosis, a cosmetic condition causing tooth discoloration in children. Health guidelines recommend children use only a smear or pea-sized amount of toothpaste and spit it out after brushing.
Judge Alonso stated that the health risks of swallowing fluoride are central to the plaintiffs' case. Procter & Gamble had sought to dismiss the lawsuit, arguing federal law preempts it and that packaging instructions are clear. The ruling follows a similar case in Texas, where Colgate-Palmolive agreed to change its packaging to show a pea-sized amount of toothpaste for children.
The debate over fluoride safety has been reignited by US Health Secretary Robert F. Kennedy Jr., who plans to advise against water fluoridation. He praised Utah for banning fluoride in drinking water in March 2025. However, the American Cancer Society states that most studies have not found a strong link between fluoride and cancer, and the US Public Health Service concluded in 1991 that optimal fluoridation does not pose a detectable cancer risk.
