Procter & Gamble Can Be Sued Over Kids' Crest Packaging, US Judge Rules

November 3, 2025 — In a recent ruling, a US judge determined that Procter & Gamble (P&G) can face legal action over the packaging of its Kids’ Crest toothpaste, which allegedly misleads consumers into believing the product is healthier than it is. The lawsuit was filed by a group of parents who argue that the marketing and packaging of the product are deceptive, creating an impression of superior health benefits for children.

Legal Challenge Over Packaging and Marketing

The legal challenge centers around the design of the packaging, which features bright colors, images of healthy smiles, and claims that imply a higher level of health benefits for children’s dental care. Plaintiffs argue that these representations are misleading and fail to accurately reflect the true nature of the product’s ingredients and their actual health impact on children.

“The packaging leads consumers to believe that this toothpaste is better for their children than it actually is,” said John F. Harris, one of the attorneys representing the plaintiffs. “Consumers are being misled by these claims, which exploit their trust in well-known brands like Procter & Gamble.”

Consumer Trust and Marketing Ethics

The case raises important questions about marketing ethics, particularly in how consumer products, especially those aimed at children, are packaged and marketed. Legal experts believe that this case could set a precedent for how consumer goods companies are held accountable for their packaging and marketing practices, particularly in relation to claims of health benefits.

“Companies need to be transparent about what they are selling, especially when it comes to products marketed for children,” said Rachel Green, a consumer rights expert. “This case highlights the growing concern about misleading packaging in the consumer goods industry.”

Impact on Packaging and Labeling Standards

The case could have broader implications for packaging and labeling standards in the consumer goods industry, particularly for products marketed to children. As companies face increasing scrutiny over how they market and package their products, the legal system is starting to play a larger role in ensuring transparency and accountability in product labeling.

The lawsuit, if successful, may force Procter & Gamble to change the packaging of its Kids’ Crest line, potentially requiring more detailed and honest information about the ingredients and health benefits of the product. It may also encourage other companies to reconsider their marketing strategies to avoid similar legal challenges.

Procter & Gamble’s Response

Procter & Gamble has denied the allegations and stated that its Kids’ Crest packaging accurately reflects the benefits of the product. The company maintains that its marketing practices comply with federal regulations and that the toothpaste is safe and beneficial for children’s dental health.

“We stand by the integrity of our products and packaging,” said Lisa Williams, a spokesperson for P&G. “We are committed to providing safe, effective products for children and are confident that the claims made about Kids’ Crest are truthful and comply with all relevant regulations.”

Looking Ahead

The lawsuit is still in its early stages, and it remains to be seen how the courts will rule on the case. If it proceeds to trial, the outcome could have far-reaching implications for how consumer goods companies market and package their products, particularly those aimed at children.

“This is an important case that could change the way companies approach packaging and marketing to children,” said Green. “It’s a step toward greater accountability in how consumer products are presented and marketed.”