Consumer NZ warns persistent sunscreen myths and misleading marketing may leave New Zealanders under-protected this summer.

Consumer NZ sunscreen expert Belinda Castles said Consumer NZ’s recently updated sunscreen database is now the most comprehensive source of sunscreen information available in New Zealand, helping people make informed choices during summer.

She said misleading marketing and long-held myths can result in people either overpaying for sunscreen or not getting enough protection.

“Every summer I’m asked the same questions – from whether you need kids’ sunscreen, to whether higher SPFs really make a difference, as well as what sunscreen I personally use. That’s a question I’m reluctant to answer, because sunscreen’s effectiveness depends on how it is used.”

“In the New Zealand environment, the best sunscreen is any you actually apply. But you have to apply it properly too – a lot and often.”

She says sunscreen should never be the only line of defence.

“It’s important to limit your time in the sun when the sun’s rays are most intense and to wear protective clothing, including a broad-brimmed hat and sunglasses.”

Three sunscreen myths debunked

Myth 1: Children need a special sunscreen

Belinda said many parents are surprised to learn that children don’t necessarily need a separate sunscreen.

“The best protection for babies and toddlers is staying in the shade and using sun-protection clothing – as is the case for everybody.”

She said sunscreens marketed specifically for children usually just have a milder base for sensitive skin.

“If your child doesn’t have a problem with the family sunscreen, there's no need to fork out for one that’s marketed to or for children.”

Myth 2: Higher SPF sunscreens don’t need to be reapplied as often

Belinda said this is one of the most common misunderstandings.

"Many people wrongly assume that the protection of an SPF30 is double that of an SPF15. There’s also a misperception that SPF50 doesn’t need to be applied as often as SPF30.”

“All sunscreens, regardless of SPF, should be reapplied every two hours while you’re outside.”

She explains that SPF15 blocks about 93 percent of UVB rays, SPF30 blocks 97 percent, and SPF50 blocks 98 percent. No sunscreen blocks 100 percent of UV rays.

Myth 3: A tan means you don’t need as much sunscreen

“A tan is a sign that skin damage has already started,” Belinda said.

“You need to be even more careful about protecting it.”

She says cultural beauty ideals around being “sun-kissed” or “naturally tanned” can be misleading.

“Further UV radiation considerably increases the risk of sunburn and loss of skin elasticity – resulting in wrinkled, prematurely aged, leathery skin and possibly skin cancer later in life.”

Belinda is particularly concerned by a TikTok tanning trend brought to her attention by her daughter.

“This dangerous trend is about achieving quick and prominent tan lines by deliberately getting sun exposure when the UV index is at its highest.”

“There is no such thing as a safe tan.”

What the expert looks for in sunscreen

Belinda said the first thing she checks when buying sunscreen is how recently its SPF has been tested.

“That’s an important consideration when buying sunscreen, given inconsistencies and lack of regulation about how often they’re tested in Aotearoa.”

Because sunscreen must be reapplied every two hours, price is also a key factor for her family.

“We go through a lot of sunscreen, which makes cost an important consideration too.”

She said Consumer testing has shown both cheap and expensive sunscreens can meet their sun-protection claims.

“Don't assume the priciest sunscreen offers the best protection.”

She points to testing by Consumer’s Australian sister organisation, CHOICE, which found Ultra Violette’s Lean Screen SPF 50+ returned SPF results of just 4 and 5, despite retailing for more than $50.

Consumer NZ is campaigning for mandatory ongoing sunscreen testing, after its research found some companies rely on reports that are several years old.

“Our sunscreen database makes it easy for you to choose a sunscreen you can confidently rely on – you can filter by year of most recent testing and price. You can filter by SPF, water resistance and brand, too,” Belinda said.