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Sunscreen Label Marketing Towards Pediatric Populations: Guidance for Navigating Sunscreen Choice
Lauren Druml1, Amber M Ilyas2, Erum N Ilyas1,3
1Dermatology, Drexel University College of Medicine, Philadelphia, USA.
Insights
Sunscreen marketed to babies aligns with pediatric guidelines, but products for children and active use often contain oxybenzone. Recommendations should focus on SPF 30-50 for effective sun protection.
Area of Science:
- Dermatology
- Public Health
- Consumer Product Safety
Background:
- Sunscreen marketing lacks regulation, particularly for pediatric populations.
- Pediatric sunscreen use guidelines exist from the American Academy of Pediatrics (AAP) and American Academy of Dermatology (AAD).
Purpose of the Study:
- To evaluate if sunscreens marketed to pediatric demographics align with AAP and AAD guidelines.
- To analyze the characteristics of sunscreens targeting babies, children, and active individuals.
Main Methods:
- Cataloged sunscreens from Philadelphia retailers, noting demographic marketing (baby, children, sports, active).
- Assessed products for Sun Protection Factor (SPF), broad-spectrum UV protection, water resistance, UV filters (including oxybenzone), and application method.
Main Results:
- Of 410 sunscreens, 27 targeted babies, 44 children, and 71 sports/active.
- Baby-marketed sunscreens (92.6% SPF 15-50) closely followed AAP guidelines, with no oxybenzone.
- Children/sports-marketed sunscreens showed higher oxybenzone (11.4-16.9%) compared to overall products (7.6%) and were often SPF 70+.
Conclusions:
- Sunscreen products marketed for babies align with pediatric guidelines.
- Sunscreen marketing for children, kids, sports, and active use does not consistently align with healthcare recommendations.
- SPF 30-50 sunscreens meet AAP/AAD guidelines for pediatric use.
Introduction:
Sunscreen marketing to specific demographics is largely unregulated. Marketing specifically targeting pediatric populations has the potential to drive consumer behavior. The American Academy of Pediatrics (AAP) and American Academy of Dermatology (AAD) provide recommendations for sunscreen use in children over the age of six months. This study sought to determine if sunscreen products marketed toward pediatric populations align with healthcare guidelines.
Materials And Methods:
Sunscreens available in major retail outlets in the Philadelphia area were cataloged and reviewed for marketing targeting specific demographics such as "baby", "babies", "children", "kids", "sports", and "active". The products were reviewed for sun protection factor (SPF), broad-spectrum ultraviolet (UV) protection, water resistance, active UV filters, and application method. Results: Of 410 sunscreens cataloged, 27 were marketed towards "baby" or "babies", 44 towards "children" or "kids", and 71 towards "sports" or "active". All of the sunscreen products reviewed targeting the pediatric population offered water resistance for up to 80 minutes and broad-spectrum UV coverage. Sunscreens targeting "baby" or "babies" aligned most closely with AAP guidelines for sunscreen use in pediatric populations, with 92.6% offering an SPF between 15 to 50 and no products including oxybenzone as a UV filter. However, sunscreens targeting "children", "kids", "sports", and "active" bore a close resemblance to the overall sunscreen profile for all demographics but with a higher percentage of products containing oxybenzone. Oxybenzone was found in 11.4% of "children" and "kids" products and 16.9% of "sports" and "active" sunscreen products, compared to 7.6% of all sunscreen products available, and was also found in most sunscreen products with an SPF of 70 or higher.
Conclusion:
Sunscreen products marketed towards "baby" and "babies" tend to align closely with guidelines for sunscreen use in the pediatric population for children over six months of age; however, those with brand marketing towards "children", "kids", "sports", and "active" do not. Limiting recommendations for a sunscreen product with an SPF of 30 to 50 targeting this demographic, however, sufficiently meets guidelines set forth by the AAP and AAD.
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