New York, January 8, 2026, 21:32 EST — Market closed
Procter & Gamble (NYSE:PG) shares rose 2.5% on Thursday to $141.53, after trading between $137.81 and $141.78. Texas Attorney General Ken Paxton said the company agreed to change marketing and packaging for Crest children’s toothpaste to better show the recommended amount.
The agreement matters because it draws a major consumer brand into a fast-moving debate over kids’ products and advertising claims. For investors, it highlights how legal and regulatory friction can surface quickly, even for “defensive” consumer staples names often bought for steady demand.
The calendar timing is awkward. With earnings season about to pull big U.S. companies back onto the tape, traders are scanning for anything that could become headline risk or a margin story, especially in household goods where pricing power and volumes are closely watched.
Paxton said the roll-out began on Jan. 1 and that P&G must remain in compliance for five years. P&G said it was “fully committed to delivering safe, reliable products” and was voluntarily agreeing to update artwork to reflect recommended dosing levels for children, Reuters reported. 1
On Wall Street, Piper Sandler assumed coverage with a Neutral rating and a $150 price target, saying the U.S. consumer “remains stretched” and that upside catalysts were not clear without better category momentum. TD Cowen analyst Robert Moskow kept a Buy rating but cut his price target to $150 from $168, saying 2026 would be a “challenging” year for big consumer staples with muted pricing. 2
Macro could still drive most of the action into Friday. The U.S. Employment Situation report for December is due at 8:30 a.m. ET and may shift rate-cut bets and tilt sentiment toward defensive stocks; a Chicago Fed estimate put the jobless rate at 4.6%, while the official figure is expected to come in slightly lower, Reuters reported.
But the toothpaste issue may not fade in a day. Label changes and marketing tweaks can be manageable, yet a broader wave of scrutiny, copycat actions, or litigation would be harder to bracket, and any stumble in volumes would leave less room for error if pricing cools.
Investors will next turn to Friday’s jobs data, then to P&G’s fiscal second-quarter results and conference call on Jan. 22 at 8:30 a.m. ET.
