Qualitative findings on consumer awareness of recommendations for effective sunscreen application

To explore consumer understanding of regulated claims and expert recommendations for effective sunscreen application.

We used a Pragmatic Qualitative Research Design to explore sunscreen application practices and test sunscreen information. Five focus groups were conducted with Victorian adult sunscreen users. Subthemes were identified, cross-checked, iteratively refined and semi-quantified, consistent with a Qualitative Content Analysis approach.

Most participants were confident they knew how to apply sunscreen effectively; however, their usual reported practices (especially reapplication) rarely met recommended standards. Most participants were not aware of recommendations to 'reapply sunscreen every 2 hours or more frequently after swimming, sweating and towel drying' and to use sunscreen 'when UV levels are 3 and above'. Understanding of labelling claims was poor; many mistakenly believed sunscreens labelled 'tested 4 hours water resistance' should be reapplied 4-hourly when swimming. Irrespective of usual behaviours, most preferred sunscreen labels to include standardised front-of-pack information on effective application and water resistance.

Changes to labelling regulation are required to address misunderstanding about water resistance and ensure consumers receive clear, accurate and consistent information about effective sunscreen application.

Labelling and communications strategies to improve consumer awareness of effective sunscreen application should be further explored.