Reef Safe or Reef Risk? The ACCC’s Crackdown on Misleading Sunscreen Claims - ACCC Takes Edgewell to Court Over “Reef Friendly” Sunscreen Labels

In July 2025, the Australian Competition and Consumer Commission (ACCC) launched Federal Court proceedings against Edgewell Personal Care Australia Pty Ltd and its U.S.-based parent company, Edgewell Personal Care Company, over allegations of greenwashing. The ACCC alleges that Edgewell falsely marketed Banana Boat and Hawaiian Tropic sunscreens as “reef friendly” while including ingredients known or suspected to harm coral reefs.

The claims were made between August 2020 and December 2024 across packaging, websites, social media, and retailer promotions. The “reef friendly” label often appeared alongside a coral image, reinforcing its environmental promise.

Edgewell justified its labeling by noting the absence of oxybenzone and octinoxate, two UV filters banned in Hawaii for coral toxicity. However, the ACCC asserts this was misleading because the products still contained other reef-harming chemicals, including:

• Octocrylene

• Homosalate

• 4-MBC (4-methylbenzylidene camphor)

• Avobenzone (butyl methoxydibenzoylmethane)

These substances are increasingly scrutinized for their role in damaging marine ecosystems. The ACCC further alleges that Edgewell knew or ought to have known about scientific studies highlighting risks to coral and marine life and failed to commission any reef impact testing.

ACCC Deputy Chair Catriona Lowe criticized the company’s claims as having “no reasonable or scientific basis,” stating that the labeling deprived consumers of the ability to make an informed decision.

📎 Read the full media release:

Regulatory & Scientific Backdrop

The ACCC’s action comes amid increased scrutiny of chemical UV filters in Australia:

• The Therapeutic Goods Administration (TGA) recommended in July 2025 that homosalate and oxybenzone be reformulated for long-term safety, based on new data and exposure modelling.

• The Great Barrier Reef Marine Park Authority (GBRMPA) has urged people to avoid sunscreens containing oxybenzone, octinoxate, and avobenzone, suggesting instead zinc oxide and titanium dioxide as safer alternatives.

• Marine scientists have documented how these chemicals reduce coral resilience, disrupt marine species’ development, and appear in ocean waters far from tourist zones due to wastewater contamination.

  
  

Even Australia's sunscreen industry has begun to respond. For example, the Cancer Council phased out oxybenzone and octinoxate from its sunscreens and reformulated products to rely on mineral UV filters.

The Bottom Line

While the term “reef friendly” remains unregulated in Australia, the ACCC’s action signals that brands may be held accountable for environmental claims that mislead consumers. The case against Edgewell underscores a shift toward transparency, science-backed formulations, and consumer protection in the sunscreen industry.

Choosing truly reef-safe products means looking beyond labels—and demanding proof, not just promises.