Fluoride toothpastes, mouthwash marketed to kids in dangerous ways, lawsuits say
By Douglas Main
Companies making fluoride-containing toothpastes and mouthrinses are improperly marketing their products as harmless and pleasant-tasting to very young children despite scientific research showing ingestion of the products could be dangerous to their health, according to allegations in a group of proposed class action lawsuits filed earlier this month.
There is a scientific consensus that fluoride primarily acts topically and reduces tooth decay when used properly in toothpaste, but ingestion of concentrated fluoride products can be dangerous across the board — especially for young children.
Many fluoride products lack easy-to-read warning labels and are flavored to taste like fruit or candy, and bear bright colors, cartoon characters, and illustrations of misleadingly large quantities of toothpastes on toothbrushes, according to the lawsuits, which bear many similar claims.
“The qualities they imbue these products with very much entice children to use more and ingest more than they should,” said Michael Connett, a partner at New York-based firm Siri & Glimstad, which is bringing the suits.
“Kids are swallowing so much of this stuff. I’ve always been disturbed by how reckless and deceptive the marketing is.”