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A US judge has ruled that Procter & Gamble must face a lawsuit over its Kid’s Crest toothpaste packaging. The lawsuit alleges the packaging showing an entire strip of toothpaste on a brush depicts an unsafe amount for children, potentially violating consumer protection laws. Children may develop fluorosis if they ingest too much fluoride, which is used in toothpaste to strengthen tooth enamel and prevent decay. The judge said the health risks of swallowing fluoride are central to the plaintiffs' argument and allowed the lawsuit to move forward. This ruling comes after Colgate-Palmolive agreed to change its packaging to show a "pea-sized" amount of toothpaste for children.
