The Cancer Society has complained to the Commerce Commission about three brands of sunscreen which claim all-day protection from only one application.
The society, which is being backed by the Health Sponsorship Council, says Piz Buin, Daylong Sunscreen and Once Sunscreen are promoted as having all-day protection from one use.
The society's chief executive, Neil Chave, said there was no evidence to suggest that one application would provide eight hours of protection for people swimming and putting clothes on and off.
"All the evidence we have suggests that every two or three hours you have to reapply, particularly if you are swimming, because the effectiveness declines," he said.
Most products would wash off or sweat off, particularly on hot days, and fair-skinned people in particular needed ample cover.
An internet advertisement for Once Sunscreen says "people tested" had 95 per cent filter (SPF 20) after eight hours, including two hours in spa pools.
Mr Chave said that may be the case, "but whether that's sufficient to provide protection in our view is far from the fact.
"We think the consumer is not getting the facts. Obviously, if there is evidence from them to suggest they are right, then we would be pleased to see it."
Two of the products were new to the market this year, Mr Chave said. He said the society would like to see the wording changed on the products.
The Commerce Commission in 1996 investigated allegations of false claims made by Johnson and Johnson about one of its sunscreen products.
The company ended up relabelling its product after court action was taken.
- NZPA
