Procter & Gamble (P&G) and Colgate-Palmolive are currently facing a wave of legal troubles.
A total of six class-action lawsuits have been filed against them, focusing on their children’s oral care products, including toothpaste and mouth rinses.
Allegations Against the Companies
These lawsuits allege that both companies have misled parents through their marketing strategies, suggesting that their fluoride-infused products are safe for young children.
As a result, parents were led to believe these items are harmless for their little ones.
The legal complaints, submitted by several concerned parents on January 13, have been brought to federal courts in California and Illinois.
The products under fire include P&G’s Kids Crest Fluoride Anticavity Toothpaste, as well as various offerings from Colgate-Palmolive, specifically within their Colgate and Tom’s of Maine product lines.
The lawsuits also mention a variety of mouth rinses, including those branded under Colgate, Perigo’s Firefly, Chattem’s ACT Rinse collection, and selections from Hello oral care.
Concerns About Fluoride Consumption
Fluoride has well-documented properties that help prevent cavities, especially when used topically; however, these lawsuits raise serious concerns about potential risks associated with children ingesting too much fluoride.
Plaintiffs point to multiple health complications that can arise from excessive consumption, including flu-like symptoms due to acute toxicity, dental fluorosis, neurotoxic effects, disturbances in endocrine function, and, in extreme cases, even death.
According to the complaints, parents feel deceived by the marketing tactics employed by these companies, which they claim diverge from established public health guidelines.
Moreover, the lawsuits argue that P&G and Colgate-Palmolive have failed to provide adequate and clear safety instructions, a requirement set by the U.S. Food and Drug Administration (FDA).
Misleading Marketing Strategies
The packaging of these products, which often features colorful candy and fruit juice flavors along with appealing visuals and cartoon characters, is also called into question.
Plaintiffs argue that this design choice creates a misleading impression that these items are edible and suitable for children to consume.
For instance, flavors like Groovy Grape and Wild Watermelon from ACT Rinse are particularly highlighted, alongside the playful, toy-like designs seen in Firefly’s offerings.
The plaintiffs are not just seeking restitution; they also want compensatory and punitive damages for what they claim are violations of various consumer protection laws.
Source: Cosmeticsbusiness