Introduction
It is important that consumers receive clear information about how to apply sunscreen to achieve the product’s stated level of protection and health benefit. This qualitative study aimed to explore consumer understanding and response to Australian sunscreen labelling information and expert recommendations.
Methods
Five focus groups with Victorian adults aged 18 to 49 years (n=39) who use sunscreen at least some of the time in summer were conducted in October 2023. Group discussions were coded for key themes that were tested, refined and validated throughout the fieldwork period.
Results
Most participants used unreliable indicators, such as avoiding sunburn or achieving the ‘right feel’, as evidence of effective sunscreen application. Few participants were aware of recommendations for effective application, particularly the need to reapply sunscreen every two hours and immediately after swimming, sweating and towel drying. Most participants misunderstood the meaning of ‘water resistance’ and/or the regulated claim that sunscreen is ‘tested for 4 hours water resistance’ (maximum duration permitted), which contributed to confusion regarding when to reapply sunscreen. Most participants wanted reapplication information to feature prominently on sunscreen packaging and preferred information that is communicated using specific and objective terms or icons.
Conclusion
Consumers are misinformed about how to effectively apply sunscreen. Enhancements to front-of-pack information could be tested through experimental research. However, regulatory change will be required to amend sunscreen claims and standardise labelling information. Additional supportive communication strategies may be needed to achieve population-level improvements in effective sunscreen application.