THE WHAT? 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, lodged by the Australian Sunscreen Council, argues 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 condition-specific despite containing identical formulations. The Council has asked the ACCC to require Woolworths to provide evidence supporting the use of the “Kids” designation. The ACCC confirmed it is assessing the complaint but has not made any findings against Woolworths.

THE WHY? The case raises broader questions around product marketing, transparency and ingredient safety in children’s products. The inclusion of 4-MBC in a sunscreen targeted at children has attracted scrutiny because regulators in several jurisdictions have raised concerns about the ingredient’s potential endocrine-disrupting effects, while Australian authorities continue to review its safety profile.

Source: Australian Sunscreen Council