The Australian Sunscreen Council, an independent advisory and industry body dedicated to advancing the safety, efficacy and regulatory integrity of sun protection in Australia, has lodged a complaint with the ACCC about how Woolworths labels its private-label “Kids” sunscreen.
The Council alleges that the “Kids” badge presents as though the product has been specially formulated for children. However, it says the only thing separating Woolworths’ Kids SPF50+ Roll On (75mL; AUST L 288153) from its ordinary SPF50+ Everyday Lotion is that the children’s product adds 4-MBC at 4% while the adult product contains none – and 4-MBC is a heavily scrutinised UV filter, currently under safety review by the TGA.
“When a company markets a product specifically for children, parents are entitled to know what that claim is based on,” said Australian Sunscreen Council Director Joseph Mizikovsky, who is also CEO of sunscreen manufacturer VeganicSKN.
“Woolworths includes 4-MBC in its kids’ sunscreen but leaves it out of its adult everyday sunscreen, which raises an obvious question about what makes the children’s version suitable for children.”
The complaint asks the ACCC to use its power under section 155 of the Competition and Consumer Act 2010 to make Woolworths hand over the evidence behind the “Kids” label – whatever the company relied on to present these products as suitable for, or formulated for, children.
The ACCC took similar action on sunscreen marketing in 2025, taking Edgewell Personal Care to the Federal Court (NSD1089/2025) over “reef friendly” claims on Banana Boat and Hawaiian Tropic, where Deputy Chair Catriona Lowe said businesses “must be able to substantiate any claims”.
Mr Mizikovsky says the Council has asked the ACCC to examine what evidence Woolworths held when it made the “Kids” claim.
The ACCC has acknowledged the complaint (reference REF4740988) and advised that it is currently assessing the matter.
A spokesperson for Woolworths said: “All sunscreen products in our Woolworths own brand range meet current regulatory requirements set out by the Therapeutic Goods Administration.”
