Toothpaste Trouble: Fluoride Lawsuits Take Aim At Big Brands

Case Overview: Multiple class action lawsuits claim companies misled parents about the safety of fluoride toothpaste for children, posing potential health risks.

Consumers Affected: Parents who purchased fluoride toothpaste for their children.

Court: U.S. District Court for the Northern District of Illinois and U.S. District Court for the Southern District of California

Procter & Gamble, Colgate-Palmolive, and other top brands are under fire in six new lawsuits, with parents accusing them of endangering children through fluoride-containing toothpaste and mouth rinses. 

Filed in federal courts in Illinois and California, the lawsuits claim products like Kid’s Crest, Tom’s of Maine, and Firefly mouth rinses are deceptively marketed as safe for children while posing health risks if swallowed.

Parents Allege Fluoride Toothpaste Poses Health Risks to Children

The lawsuits argue that these companies knowingly mislead consumers about the safety of their products for young children. Plaintiffs point to warnings from the FDA and CDC advising against fluoride toothpaste use for kids under two and strict supervision for those under six. They claim the products’ candy-like flavors, bright colors, and playful packaging entice kids to swallow them, increasing the risk of harmful exposure.

One Kid’s Crest toothpaste changes color from blue to pink during brushing, an appealing feature for children but potentially dangerous due to the fluoride content, the lawsuit alleges. The lawsuits also allege that these brands use the same fluoride concentration in their kids’ toothpaste as in adult products, despite knowing the risks.

Michael Connett, an attorney representing the parents, told Reuters the lawsuits “aren’t about banning fluoride toothpaste, they’re about companies deceiving parents into thinking these products are harmless for young children.”

Lawsuits Claim Companies Misled Consumers About Fluoride Safety

Fluoride is a naturally occurring mineral found in soil, water, and some foods. It’s a key ingredient in dental care products, known for strengthening enamel and preventing cavities when applied topically. However, when ingested in large amounts, fluoride can pose serious health risks, especially for young children whose swallowing reflexes are underdeveloped.

Health agencies recommend limited fluoride exposure for kids. For children under three, only a smear of toothpaste the size of a grain of rice is recommended, increasing to a pea-sized amount for kids aged three to six. Excessive fluoride ingestion can lead to dental fluorosis—white streaks or spots on teeth—and in severe cases, even systemic health problems.

Fluoride Safety and Health Concerns

The lawsuits arrive amid renewed scrutiny of fluoride’s safety. A recent study published in JAMA Pediatrics linked higher fluoride exposure in children to lower IQ scores, adding to debates about its risks. Additionally, a federal judge in San Francisco recently ordered the Environmental Protection Agency (EPA) to reevaluate fluoride regulations in drinking water.

The political climate is also stirring the pot. Robert F. Kennedy Jr. has publicly questioned fluoride’s safety. While most dental experts strongly support fluoride for its proven benefits in preventing tooth decay, the lawsuits and new studies highlight the growing tension between science and public perception.

The parents behind these lawsuits are demanding compensation and stricter regulations to protect children. They argue that safer formulations and clearer warnings could prevent accidental fluoride ingestion. 

Case Details

• Lawsuit: Gibson, et a.l v. Perrigo Co.
• Case Number: 25-00348
• Court: U.S. District Court for the Northern District of Illinois

• Lawsuit: Gurrola, et al. v. Procter & Gamble Co.
• Case Number: 25-00358
• Court: U.S. District Court for the Northern District of Illinois

• Lawsuit:  Harden, et al. v. Colgate-Palmolive Co.
• Case Number: 25-00362
• Court: U.S. District Court for the Northern District of Illinois

• Lawsuit: Gurrola, et al. v. Chattem Inc.
• Case Number: 25-00366
• Court: U.S. District Court for the Northern District of Illinois

• Lawsuit: Verbish, et al. v. Colgate-Palmolive Co.
• Case Number: 25-00426
• Court: U.S. District Court for the Northern District of California

• Lawsuit: Miller, et al. v. Hello Products LLC.
• Case Number: 25-00071
• Court: U.S. District Court for the Southern District of California

Plaintiffs' Attorneys

• Michael Connett, Aaron Siri, and Elizabeth A. Brehm (Siri & Glimstad LLP)

Do you use fluoride toothpaste for your children? Share your thoughts on these lawsuits in the comments below.