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Procter & Gamble is facing a lawsuit claiming that its Kid's Crest toothpaste packaging may encourage children to use more toothpaste than is safe.

The case, filed in the US District Court for the Northern District of Illinois, argues that the packaging shows a full strip of toothpaste on a toothbrush along with the American Dental Association's seal, potentially misleading parents and children.

On Friday, US District Judge Jorge Alonso ruled that parents can move forward with the case, saying they could try to prove that Procter & Gamble violated state consumer protection laws.

"The fact that swallowing fluoride poses health risks to children is an essential element of the story plaintiffs are telling; it is the reason for the recommendation that they use only a smear or dab," Judge Alonso wrote.

According to Yahoo, Procter & Gamble, based in Cincinnati, had asked for the case to be dismissed, arguing that federal law overrides the parents' claims and that the packaging provides clear instructions on how much toothpaste to use.

The company and its lawyers did not immediately respond to requests for comment on Monday.

Court Ruling Encourages Parents in P&G Kid's Crest Case

The lawsuit is one of six filed in January against major toothpaste and mouth rinse companies, including Colgate-Palmolive, over packaging that critics say is brightly colored and marketed in a way that appeals to children like candy.

Health experts warn that fluoride-based toothpaste should not be used by children under age 2, and fluoride rinses are not recommended for children under age 6.

Michael Connett, a lawyer representing the parents in the Procter & Gamble case, called the court decision a "encouraging sign that these companies may finally be held to account."

Four of the six lawsuits remain pending, with Procter & Gamble's case still unresolved, Reuters reported.

Earlier this year, Texas Attorney General Ken Paxton launched civil investigations into Procter & Gamble and Colgate over their marketing practices, citing concerns that parents might give children unsafe doses of fluoride.

Colgate has since agreed to change its packaging to show "safe, age-appropriate amounts of toothpaste" for its Colgate, Tom's of Maine, and hello brands. Procter & Gamble has not yet made similar changes.

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