Controversial chef Paleo Pete Evans has prompted fury by telling fans not to wear conventional sunscreen because it is riddled with "poisonous chemicals".
The 43-year-old was answering questions on his Facebook page when he gave the advice which has been slammed by health experts.
Asked which sunscreen he used, he told a fan that he "generally" didn't wear any and that people were "silly" for sunbathing wearing regular brands.
The My Kitchen Rules star was lambasted by cancer experts who urged fans not to heed the advice.
After telling the first fan he didn't wear "poisonous", chemical sunscreen, Evans launched in to a tirade against sun-seekers, according to The Sunday Telegraph.
"People put on normal sunscreen then lay out in the sun for hours on end and think they are safe because they have covered themselves in poisonous chemicals, which is a recipe for disaster as we are witnessing today," he said.
Instead he said he used Surfmud, a zinc-based product which is not verified by the Therapeutic Goods Administration.
Daily Mail Australia has contacted the chef for clarification on his claims.
The Cancer Council said Evans's remarks about sunscreen were also ill-informed and "disappointing".
"Australia experiences some of the highest rates of skin cancer in the world and we have strong evidence sunscreen reduces the risk of cancer.
"It's surprising and disappointing that someone who has a public following would advise to the contrary.
"It's dangerous for the people who follow his advice," said Terry Slevin, the Cancer Council's director of education, told Daily Mail Australia.
He dismissed Evans's claims sunscreen was harmful, insisting the UV absorbers which he refers to as "poisonous" had been appropriately deemed by safe by market watchdogs.
"The safety of the product is the responsibility of a government authority. UV absorbers have been in sunscreen for more than 20 years, they are proven and effective component of sunscreen.
"My observation has been over 20 years is the loudest voices from people who make claims about the adverse effects are those who have a commercial interest in the other type of sunscreen."
While Evans does not promote sunscreen of his own, he is affiliated with ecology skincare which produces natural body and face moisturisers.
Last year Evans prompted outcry with his recipe for a bone marrow broth for babies.
The father-of-two said there had been no evidence to suggest the recipe was harmful to children but despite experts' claims it had the potential to kill a baby or young child.
It contained ten times the daily recommended intake of Vitamin A but, said experts, lacked other key nutrients that are vital to a child's growth.
Runny eggs and added salt in other recipes also attracted criticism. Evans has two daughters from his first marriage.
He recently wed former glamour model Nicola Robinson.