Edgewell Personal Care Australia, the firm behind the well-known Banana Boat and Hawaiian Tropic sunscreens, is embroiled in a legal dispute with the Australian Competition and Consumer Commission (ACCC). The ACCC claims that the company misled consumers by inaccurately promoting their products as “reef-friendly.”
The ACCC has initiated a court case in the Federal Court against Edgewell Personal Care Australia and its American parent company, Edgewell PCC. The consumer protection organization alleges that more than 90 of Edgewell’s sunscreen products were falsely marketed as reef safe from August 2020 through December 2024. The promotion was done through various channels, including websites, social media, retail catalogs, and product packaging. Some of the promotional materials even featured images of coral reefs alongside the claims.
Despite the fact that the products do not contain oxybenzone and octinoxate, two chemicals banned in areas like Hawaii due to their proven toxicity to coral reefs, they contain other ingredients. These include octocrylene, homosalate, 4-MBC, and avobenzene, which are either known or suspected to be harmful to marine ecosystems.
According to the ACCC, Edgewell was aware of scientific research indicating these potential environmental hazards but did not conduct independent testing to verify these findings. Even though “reef-friendly” labels were removed from the company’s US product line around 2020, the misleading claim continued in the Australian market until late 2024.
ACCC Deputy Chair, Catriona Lowe, referred to Edgewell’s actions as “greenwashing,” suggesting that the company’s misleading marketing could have influenced consumer purchasing decisions.
“The company’s behavior has potentially misled a significant number of consumers,” Lowe said. “The sunscreen products were distributed across Australia over a four-year period, available in large stores and online platforms.”
Lowe added that companies should not hesitate to promote their product’s environmental credentials but they must ensure they can back up such claims with reputable third-party certification or reliable scientific evidence.
The ACCC now seeks penalties, declarations, injunctions, and legal fees in its court case against Edgewell.
What are the ACCC’s allegations against Edgewell Personal Care Australia?
The Australian Competition and Consumer Commission alleges that Edgewell falsely marketed its sunscreen products as “reef-friendly” when they contain ingredients that are potentially harmful to marine life.
What chemicals are in question in Edgewell’s sunscreen products?
The chemicals that are known or suspected to be harmful to marine life in Edgewell’s sunscreen products include octocrylene, homosalate, 4-MBC, and avobenzene.
What action is the ACCC seeking against Edgewell?
The ACCC is seeking penalties, declarations, injunctions, and legal costs from Edgewell in their case against the company.
