In a compelling legal battle that could impact parents across the nation, a lawsuit has been filed against a major consumer goods company over allegations of deceptive marketing practices. The complaint, lodged by Alexandria Caruso in the United States District Court for the Northern District of Illinois on November 25, 2025, accuses Colgate-Palmolive Company of misleading consumers about the safety of its kids-branded fluoride toothpaste.
Caruso, representing herself and others similarly situated, argues that Colgate-Palmolive’s marketing tactics for their children’s toothpaste products are dangerously misleading. According to the complaint, these toothpastes contain fluoride concentrations comparable to adult versions, posing significant health risks if ingested by young children. Despite this knowledge, Caruso claims that Colgate markets these products as safe for children through candy-like flavors and playful packaging featuring unicorns and mermaids. “The use of flavors that may increase ingestion should be strongly discouraged,” Caruso asserts, citing scientific literature.
The lawsuit highlights regulatory guidelines from bodies like the FDA and CDC which advise against fluoride toothpaste for children under two years old due to swallowing risks. It further notes that while Colgate acknowledges these guidelines on its website, it contradicts them by depicting full strips of toothpaste on packaging—a quantity far exceeding recommended amounts for young children. This contradiction allegedly leads parents to permit unsafe usage levels, increasing the risk of dental fluorosis and other health issues in children.
Caruso seeks class-action status for affected consumers across multiple states and demands compensatory damages alongside restitution and disgorgement from Colgate-Palmolive. The plaintiff also calls for changes in how such products are marketed to prevent future consumer deception.
Representing Caruso is an unnamed law firm specializing in complex class actions. The case is presided over by Judge Edward Chen under Case No. 1:25-cv-14440.
Source: 125cv14440_Alexandria_Caruso_v_Colgate_Palmolive_Complaint_Northern_District_of_Illinois.pdf
