Popular Brand Accused of Lying to Parents About Mouthwash Products for Kids

The lawsuit argues that packaging for products like Bubble Fruit and Silly Strawberry uses bright colors and “kids” branding that may give parents the impression that fluoride rinses are safe for children under six.

In reality, children under six should not use fluoride mouth rinses, and only small “pea-sized” amounts of toothpaste should be allowed for children aged two to six due to the risk of swallowing fluoride.

The lawsuits claim Colgate’s marketing blurs this safety line.

A US federal judge in Chicago earlier allowed the mouth rinse cases to proceed. The court noted that most packaging prominently displays “kids” or “children’s,” which may not clearly communicate age limits or safety measures.

The judge also rejected the company’s argument that consumers are expected to rely on fine-print warnings on the back of packaging. He concluded that front-label branding carries greater influence in real-world purchasing decisions.

Courts are increasingly open to claims involving deceptive labeling, and manufacturers should take stronger steps to prevent the unsafe use of fluoride products.

Other major companies, including Procter & Gamble, Perrigo, and Sanofi, have also faced similar legal challenges over children’s fluoride product packaging in the past.

So far, there has been no official announcement to update the packaging of products shipped to countries like Pakistan and other Asian countries.