Procter & Gamble and Colgate-Palmolive are facing legal action in six new lawsuits filed on Monday in Illinois and California. The class-action complaints, led by concerned parents, claim that fluoride in children’s toothpaste and mouth rinses, including Procter & Gamble’s Kid’s Crest and Colgate’s Tom’s of Maine and Hello brands, pose serious risks to young children when ingested in large amounts.
The lawsuits accuse these companies, along with Perrigo and Sanofi, of marketing products with harmful levels of fluoride, a substance known to be toxic to children if swallowed. The plaintiffs argue that the fluoride-containing products are being marketed in ways that could mislead consumers, citing the use of “candy-like” features such as bright colors, cartoon characters, and child-friendly flavors like “Groovy Grape” and “Silly Strawberry.”
In addition to the deceptive marketing practices, the lawsuits point to federal health warnings that fluoride-based toothpastes and mouth rinses should not be used by children under the age of 2 and 6, respectively. Products such as Kid’s Crest are also noted for their changing colors—switching from blue to pink as children brush—potentially encouraging consumption of the paste.
Fluoride is well-known for its cavity-preventing properties when applied topically to teeth, but ingesting it can lead to serious health risks, including developmental issues and, in extreme cases, even death, according to the lawsuits. The plaintiffs are seeking restitution, compensatory damages, and potential punitive damages for violations of consumer protection laws.
Michael Connett, a partner at Siri & Glimstad, the law firm representing the parents, emphasized that the issue at hand is not whether fluoride toothpaste should be available, but whether companies are misleading consumers into believing these products are safe for young children. “The lawsuits are about corporate responsibility and the safety of vulnerable consumers,” Connett said.
Fluoride’s relationship with health has been a subject of ongoing debate. Recently, a study published in JAMA Pediatrics linked higher fluoride exposure in children to lower IQ scores, intensifying scrutiny of fluoride in consumer products. In September, a U.S. federal judge directed the Environmental Protection Agency to regulate fluoride levels in drinking water further, citing potential risks to children’s health.
Neither Procter & Gamble, Colgate-Palmolive, Perrigo, nor Sanofi responded to requests for comment at the time of publication.
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