A toner for developing latent electronstatic images comprises a coloring agent, a binder resin component and a negative charge controlling agent in an effective amount which is selected from the group consisting of:(i) an aromatic fluoride having formule (I); ##STR1## (ii) an aromatic fluoride having formula (II); ##STR2## (iii) an aromatic fluoride having formula (III); ##STR3## (iv) an aromatic fluoride having formula (IV); and ##STR4## (v) an aromatic fluoride having formula (V). ##STR5## wherein R.sup.1 to R.sup.8, R.sup.f1 and R.sup.f2, n, X and Y are the same as previously defined in the specification.