Most of us rely on the label information when choosing a sunscreen, trusting that a SPF 50+ label means a strong, reliable protection. According, to recent testing by consumer group CHOICE,16 popular sunscreens have failed to meet the SPF claims advertised on their packaging.  

The results have raised questions about how sunscreen products are regulated, how consumers make purchasing decisions, and what happens when the trust placed in a product designed to protect health is undermined. 

“Most of us are told to apply sunscreen that is at least SPF 30 or above,” says Professor Nitika Garg from the School of Marketing at UNSW Business School. “So the SPF 50+ label gives consumers comfort. It’s a quick, accessible signal that they’re doing the right thing and they rightly trust that if a brand is saying it’s SPF 50+, somebody has taken a look at it and approved it.” 

In Australia, most sunscreens are regulated by the Therapeutic Goods Administration (TGA) and must meet all the legal requirements for therapeutic goods before being approved for sale, including meeting testing and labelling requirements – in the TGA’s words, it is a requirement under therapeutic legislation that “statements on sunscreen labels are truthful and not misleading.” But even with these systems in place, consumers often assume that the label perfectly reflects real-world performance, and that assumption is now being questioned. 

Have Australian consumers now lost trust in these popular sunscreen brands? And how much do Australians rely on branding and packaging to make health-critical decisions? 

Why Australians trust sunscreen labels 

Sunscreen is one of those products most Australians use without much second-guessing, says Prof. Garg. Consumers place trust in SPF numbers and product claims because they offer a shortcut to decision-making, and because the manufacture of sunscreens is strictly regulated in Australia. 

“People are time-poor. They don’t want to spend time researching every product, especially for something like sunscreen that’s used regularly. They rely on the brand and the label to give them the information they need so they don’t have to do it themselves,” says Prof. Garg. 

While testing with the TGA before going on shelf is designed to protect consumers, recent testing by CHOICE has highlighted how discrepancies between labelled and actual SPF performance can occur, raising questions about how consumers interpret labels and how much they trust the process behind them.  

That trust often extends beyond the product to the system behind it. “Consumers may not always know the name of the agency involved, but they trust that in a country like Australia, products like sunscreen go through regulatory checks,” she says. “And in this case, that trust is backed by TGA; there are processes in place to catch issues and ensure products meet safety standards.” In the case of sunscreen, that responsibility falls to the TGA, which is now investigating the CHOICE findings, and “will take regulatory action as required”. 

When faced with several sunscreens offering similar claims, consumers typically rely on three main criteria when choosing their sunscreen: SPF rating, added features (like water resistance), and price. “Each person has their own set of priorities,” says Prof. Garg. “If you’re at the beach with kids, you might care more about whether it’s water-resistant. If you’re going out for a short walk, SPF might be enough. Price is another big deciding factor.” 

Prof. Garg says that this layered decision-making process is why the SPF label holds such power and why any mismatch between promise and performance can have negative consequences for trust and behaviour. 

What is SPF, and why does it matter? 

SPF, or sun protection factor, measures how effectively a sunscreen shields you from ultraviolet B (UVB) radiation, the kind responsible for sunburn and a driver of skin cancer says Conjoint Associate Professor Deshan Sebaratnam, from the School of Clinical Medicine at UNSW. 

“If you would normally burn with two minutes of sun exposure, wearing SPF 30 sunscreen means it would take around 60 minutes to burn,” says A/Prof. Sebaratnam. “Wearing SPF 50 would mean about 100 minutes before burning.” 

“SPF 50 lets about 2 % of UVB through, while SPF 30 lets about 3.3 % through,” he says. It’s this extra protection that can make a real difference, especially in Australia, where UV levels are among the highest globally. 

With statistics showing two in three Australians will develop skin cancer by retirement age and one person dying of melanoma every six hours, the risks of poor sun protection are clear.  

“Skin cancer is our most common cancer, the most expensive to the healthcare system but also the most preventable,” he says. “Australians need to feel confident that the measures they are taking, like wearing sunscreen, are effective.” 

Losing faith in the brand – did CHOICE do more harm than good? 

The CHOICE test results may have sparked concern about misleading marketing, but Prof. Garg warns the way these findings were communicated could end up doing more harm than good. 

“The implicit trust consumers had in those labels because they thought they were being backed by some scientific evidence… falls apart,” says Prof. Garg. “As a consumer, you think: where do I go now? What do I buy? You feel betrayed.” 

Consumers are especially likely to trust independent third parties like CHOICE, she explains, because they are seen to have “no skin in the game.” Unlike companies with something to sell, independent testers appear unbiased. “That’s the reason why CHOICE data or CHOICE conclusions make more of an impact on consumers.” 

But when media headlines aren’t framed carefully, that trust can quickly turn to confusion. Prof. Garg says the coverage of the CHOICE findings may have done more harm than good. “There is no sunscreen they tested that didn’t provide protection at all,” she says. “But some consumers may only read the headline and walk away thinking none of them work, which is extremely harmful. Not using anything is not an option. 

“Every agency, every person in the chain of delivering this news has some responsibility to present information in a way that is easy, but also avoids misleading interpretations,” says Prof. Garg. “Misleading headlines risk losing consumer trust, and when it comes to a product as important as sunscreen, even one person lost is one too many.” 

She also adds that rebuilding trust will be difficult unless brands and government agencies step in. “If a brand has contradictory evidence, they need to share it, and they need to back up their claims with science. Simply saying ‘we stand behind our product’ isn’t going to help. Brands must give people clear, scientific evidence to earn back trust.” 

Prof. Garg says that public reassurance is just as important. “It’s taken years to build sunscreen use into a daily habit. We don’t want to see that reversed overnight. Government agencies should reinforce that sunscreen is still essential, and help consumers understand which products are reliable.” 

How do I choose sunscreen now? 

In light of the CHOICE findings, many Australians are asking: how do I know which sunscreen to trust? 

A/Prof. Sebaratnam says the best approach is to stick with broad-spectrum SPF 50+ products and focus on how you use them. “One brand isn’t better than another, the best sunscreen is the one that you are motivated to wear,” he says. 

Correct application is just as important as choosing the right product. “Apply it 20 minutes before you head out, and make sure you use the right amount, about a teaspoon for your face and about a shot glass for your entire body,” says A/Prof. Sebaratnam. “Reapply every four hours, or more frequently if you’re sweating or swimming.” 

And sunscreen is only one part of the picture. “Australians should follow the slip, slop, slap, seek, slide rule, wearing a broad-brimmed hat, sunglasses and long-sleeved clothing, seeking shade and avoiding the sun in the middle of the day,” he says. 

Prof. Garg recommends sticking with the brands that performed well in the CHOICE testing until further evidence is available. “If you have a product that tested in the 40s or higher, like Cancer Council or Nivea, keep using it,” she says. “It’s better to choose something that’s been shown to work than to throw your hands up and stop using sunscreen altogether.” 

For anyone concerned about their skin, A/Prof. Sebaratnam also recommends seeking professional advice. “If Aussies have any concerns about their skin, they should see a doctor, either their GP or a specialist dermatologist.”