Dr organic toothpaste is advertised as totally free etc not stating from what so joe public assumes flouride, as that is reccomended not to be used (as it is so overdone in our water) They have cleverly changed the flouride name to sodium Monofluorophosphate so we dont know and we cant find flouride anywhere on the packaging. I was misled into buying this (under my own presumption of course) but it is sales trickery.