Introduction
This study tested whether enhanced sunscreen labelling information could improve knowledge and intention to reapply sunscreen according to expert recommendations.
Methods
Adult sunscreen users were randomised to one of ten generic sunscreen labels in an online, between-subjects experiment. Label conditions varied by front-of-pack (FOP) reapplication message (none, simple text, simple icon, detailed text, detailed icon) and water resistance (WR) claim (standard: tested for 4 hours water resistance vs. alternative: water resistant). Control labels featured no reapplication message and the standard WR claim. We used logistic regression to examine label effects on knowledge and intention to reapply every 2 hours and after swimming, sweating and towel drying (henceforth: activity).
Results
A total of 3,363 participants completed the study. Compared to labels with no reapplication information, all FOP reapplication messages increased knowledge (AOR: 2.6) and intention (AOR: 1.8) to reapply every 2 hours, but not after activity. Considering the combination of reapplication and WR information, labels pairing any reapplication message with the alternative WR claim were most effective at improving knowledge (AOR: 4.4) and intention to reapply every two hours (AOR: 2.7), compared to control. The detailed reapplication icon also improved knowledge to reapply after activity, for standard and alternative WR claims (AORs 1.8, 2.3), but did not increase intention to reapply after activity.
Conclusion
Australia’s standardised water resistance claim is associated with poor knowledge about effective sunscreen reapplication, especially for sunscreens without FOP reapplication information. Regulatory labelling changes are required to correct consumer misunderstanding and improve effective reapplication.