Objective:
To explore consumer understanding of regulated claims and expert recommendations for effective sunscreen application.

Methods:
We used a Pragmatic Qualitative Research Design to explore sunscreen application practices and test sunscreen information. Five focus groups were conducted with Victorian adult sunscreen users. Subthemes were identified, cross-checked, iteratively refined and semi-quantified, consistent with a Qualitative Content Analysis approach.

Results:
Most participants were confident they knew how to apply sunscreen effectively; however, their usual reported practices (especially reapplication) rarely met recommended standards. Most participants were not aware of recommendations to ‘reapply sunscreen every 2 hours or more frequently after swimming, sweating and towel drying’ and to use sunscreen ‘when UV levels are 3 and above’. Understanding of labelling claims was poor; many mistakenly believed sunscreens labelled ‘tested 4 hours water resistance’ should be reapplied 4-hourly when swimming. Irrespective of usual behaviours, most preferred sunscreen labels to include standardised front-of-pack information on effective application and water resistance.

Conclusions:
Changes to labelling regulation are required to address misunderstanding about water resistance and ensure consumers receive clear, accurate and consistent information about effective sunscreen application.

Implications for Public Health:
Labelling and communications strategies to improve consumer awareness of effective sunscreen application should be further explored.

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