THE FACT THAT? Australia’s competition regulator, the ACCC, is reviewing a complaint against Woolworths regarding the marketing of its private label “Kids” sunscreen products, following concerns that the products may be misleadingly positioned as specially formulated for children.
THE DETAILS The complaint, filed by the Australian Sunscreen Council, notes that Woolworths’ Kids SPF50+ Roll On sunscreen differs from its standard SPF50+ Everyday Lotion primarily through the inclusion of 4-MBC, a UV filter currently under safety review by Australia’s Therapeutic Goods Administration (TGA) and restricted or not approved in numerous international markets. The complaint draws comparisons with the ACCC’s successful action against Reckitt Benckiser’s Nurofen Specific Pain products, which were found to be misleadingly marketed as specific for a condition despite containing identical formulations. The Council has asked the ACCC to require Woolworths to provide evidence supporting its use of the ‘Children’ designation. The ACCC confirmed it is assessing the complaint but has not made any findings against Woolworths..
THE WHY? The case raises broader questions about product marketing, transparency and the safety of ingredients in children’s products. The inclusion of 4-MBC in a sunscreen aimed at children has attracted scrutiny as regulators in several jurisdictions have raised concerns about the ingredient’s potential endocrine-disrupting effects, while Australian authorities continue to review its safety profile.
Fountain: Australian Sun Protection Council
