Is Your Sunscreen Label Legally Sun‑Safe? What Australian Brands Need to Check

Is Your Sunscreen Label Legally Sun‑Safe? What Australian Brands Need to Check

Australia has a love affair with sunscreen — but lately, that love has been tested under some serious heat. From SPF scandals to greenwashing lawsuits, the headlines show that even well‑resourced brands have stumbled when their packaging, claims, or testing didn’t live up to the law.
If you make, sell, or import sunscreens or SPF products, the question isn’t “Do we comply?” — it’s “Are we absolutely sure we do?”

Why this has made headlines

Australians rely on their sunscreen more than almost any other product. But in 2025, the Therapeutic Goods Administration had to step in after a wave of failed SPF tests.

A CHOICE investigation revealed 16 of 20 SPF 50 products didn’t meet their claimed protection. Some fell to SPF 4 — basically useless. That discovery led to at least 18 recalls and “pauses” in sale, affecting household brands like Ultra Violette and Wild Child Laboratories. One testing lab was allegedly providing unreliable results, leaving dozens of Australian companies in crisis.

The cost? Damaged reputations, lost contracts, and huge re‑labelling bills — all because compliance wasn’t locked in from day one.

What does the law say?

Under Australian law, sunscreens aren’t treated as ordinary cosmetics — they’re regulated as therapeutic goods. That means most products making SPF claims must comply with the Therapeutic Goods Act 1989 and be listed or registered on the Australian Register of Therapeutic Goods.

The Therapeutic Goods Administration sets strict conditions for ingredients, testing, and labelling under the AS/NZS 2604 standard. Even minor variations in formulation or wording can trigger new testing or classification requirements. Products that fall short can be recalled, delisted, or result in enforcement action .​

Beyond the TGA framework, the Australian Consumer Law also plays a central role in regulating how SPF and environmental claims are presented. The ACCC can pursue misleading conduct if any advertising — including “reef safe” or “broad‑spectrum” statements — lacks substantiating scientific evidence. This combination of TGA and ACCC standards makes compliance more than a paperwork exercise: every label, test report, and marketing line must be current, verifiable, and aligned with local law.

Case Study 1: The SPF Scandal

Ultra Violette’s popular “Lean Screen SPF 50+” became the face of the 2025 SPF crisis after it was found to deliver an SPF of just 4 to 21.

For a premium brand built on trust, the reputational hit was immense. The TGA’s investigation spread quickly to 21 products using the same base formulation. Even though not every company knew about the testing issues, the regulator found they were responsible for verifying evidence — not outsourcing trust without verifying results.

Lesson: Testing labs and marketing claims must always align with current TGA standards (AS/NZS 2604:2021) before printing labels or launching ads.

Case Study 2:  “Reef Friendly” Was Legally Unfriendly

The ACCC’s Federal Court action against Edgewell Australia, the owner of Banana Boat and Hawaiian Tropic, shows how green claims can backfire.

For four years, their bottles featured coral images and the tag “reef friendly.” The ACCC says those claims were scientifically unsupported because the products still contained reef‑damaging ingredients.

This case reminds brands that environmental words — “reef safe,” “sustainable,” “non‑toxic” — need verifiable proof. Sometimes, our clients do have evidence on hand. The problem is that it can be outdated or derived from overseas testing that doesn’t reflect Australian conditions or laws. The ACCC has made it clear that environmental claims must be  current,specific and based on independent data consistent with local standards. Otherwise, they can amount to misleading conduct under sections 18 and 29 of the Australian Consumer Law.

What These Cases Tell Us

Even brands that believe they’re doing everything right can find themselves in breach of Australia’s sunscreen and labelling laws. Achieving compliance takes more than good intentions. From formulation and testing to packaging and promotion, each stage must meet strict requirements under the Therapeutic Goods Administration and Australian Consumer Law standards .​
One of the most common mistakes occurs with unverified SPF claims — often when a brand unknowingly uses outdated or foreign test methods that don’t align with the AS/NZS 2604:2021 standard. This can lead to expensive recalls, sales suspensions, or or even class actions.
Similarly, greenwashing has become a growing compliance trap. Environmental claims like “reef safe,” “eco‑friendly,” or “non‑toxic” must be backed by local data and current certifications. Without it, companies risk ACCC lawsuits and irreparable brand damage.

Ask Yourself

Is Your Brand Legally Sun‑Safe?

Before your next product run

1. Are your SPF tests from an accredited lab?
2. Does your label meet TGA font and layout requirements?
3. Are any “reef safe” or “clean beauty” claims supported by independent data
4. Have your marketing images and copy been reviewed for consumer law compliance
5. Are you confident your formula fits the therapeutic vs cosmetic classification rules?

If any of these answers aren’t clear, now is the time to check your SPF compliance.

The cost of “getting it mostly right” can be measured in court filings, recalls, and lost trust.

As Ashley de Silva, CEO of CHOICE, noted, “Consumers expect sunscreen to protect them in line with the SPF rating on the product, but as our testing has shown, the SPF label doesn’t always match what’s in the bottle.” Her point is clear  accurate labelling isn’t just about  legal compliance; it’s about consumer confidence and brand credibility.

How We Help

At Sharon Givoni Consulting, we guide SPF and cosmetics brands through every stage of labelling compliance and brand protection:

• Pre‑launch legal reviews of pack designs and claims.
• TGA and ACCC compliance checks for advertising and SPF testing.
• Brand protection and dispute resolution if a third party copies your product or a recall threatens your reputation.
  We don’t just keep you compliant — we keep you credible.

FAQ

Do brands need TGA approval before selling SPF products online?
If the product claims SPF 15 or above, yes – it must be listed on the Australian Register of Therapeutic Goods

What happens if SPF claims can’t be verified later?
The TGA may order recalls or require retesting and corrective notices — as seen in the 2025 SPF case investigations.

Can brands be fined for “reef safe” if it’s false?
Yes. That’s exactly what the ACCC’s current case against an Australian company.

How often should labels be reviewed?
At least annually, or sooner if you change formulas, suppliers or sell in new jurisdictions.

Are influencer ads covered by the same rules?
Absolutely. If they make claims your product can’t prove, you as the sponsor could face liability too.

How do I make sure my SPF testing meets Australian standards?
Ensure your testing laboratory is TGA‑recognised or accredited the right standards. Results from overseas labs must be validated for local regulatory equivalence before use on labels.

Do sunscreen brands need TGA approval before selling?
Yes. Any product with SPF 15 or higher is considered a therapeutic good and must be included on the ARTG register before commerce. This applies equally to online stores and export batches.

What are the legal requirements for sunscreen labelling?
The requirements extend far beyond naming conventions or SPF statements. Labels must align with therapeutic classifications, ingredient permissions, testing evidence, and product performance standards that are verified under local Australian conditions. Each component — from safety statements and expiry details to how a “broad‑spectrum” or “water‑resistant” claim is worded — needs to be evidence‑based and consistent with ongoing ARTG record obligations.

Ready to Check Your Labels?
Book a compliance review today and feel confident your sunscreen is protected — in every sense of the word.

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Please note the above article is general in nature and does not constitute legal advice.

Please email us info@iplegal.com.au if you need legal advice about your brand or another legal matter in this area generally.