How the TGA’s new regulations could change the way Australians shop for sunscreen.

The Therapeutic Goods Administration’s changes to its social media advertising code may change the way Australians review and promote sunscreen products. Phoebe Billing reports. 

Sunscreen is one of the most common methods of sun protection according to the Cancer Council Australia, and is becoming an increasingly popular beauty staple in the morning regiments of many, thanks to research and recommendations by influencers, consumers, and skin specialists. 

However, consumers and influencers may not be able to review or promote sunscreen in their usual fashion anymore, which has prompted concern for the future of sun protection sales.   

Under the new Therapeutic Goods Administration (TGA) social media advertising guide, last updated March 31 of this year, the TGA says any ‘testimonials’ made by influencers promoting a product “are not permitted”, if the influencer has been paid to do so. 

In addition to this, the TGA says, “Any comments you make about your personal experience with the goods amounts to a testimonial.” Simultaneously including personal reviews of consumers in the mix. 

Author and Founder of Go-To Skincare, Zoë Foster Blake has spoken on the possible detrimental effects the new code may cause on how Australians use sunscreen, saying “the code lacks crucial nuance” as “personal reviews inspire purchase and use”. 

Blake said elements of the code have the “potential to reverse the momentum” public health, skin specialists, and cancer awareness groups have “been building for years to ensure Australians wear sunscreen daily”. 

On average, about 2,000 Australians die from skin cancer each year, according to Cancer Council Australia. However,  “When sunscreen is used regularly, it is effective in reducing melanoma,” says the Cancer Council.

The use of sunscreen has been fiercely promoted by beauty influencers on platforms such as Tiktok, Instagram and Youtube in order to curb the ageing effects of UV rays on the skin and decrease risk of developing skin cancer. 

Makeup artist and Influencer, Kasia Stanicich, says she couldn't imagine how anyone thought “limiting how people talk about sunscreen” in a country that has “incredibly  high rates” of melanoma was “a good idea”. 

Stanicich, who is based in New Zealand, says she feels “scared” of what she can and cannot say in terms of reviewing sunscreen. 
The main changes to the way Stanicich and other influencers review sunscreen will be in the wording of their testimonials. Instead of saying  ‘I like how this sunscreen feels smooth and silky on my skin,’ a review may say ‘This sunscreen has a smooth and silky formula.’ By removing the first person perspective, the review focuses itself around the claims the sunscreen producers have made that are already TGA approved.

This is because social media posts “May have an impact on your followers' beliefs, attitudes, preferences and behaviours,” says the TGA. “Therapeutic goods should be chosen on the basis of clinical need, not through the persuasion of influencers.”

The TGA social media advertising guide isn't only affecting influencers though. It is changing the way consumers review the products as well. Consumers will be restricted by the same regulations. 

Following the launch of Go-To’s Nifty Fifty Sunscreen, Zoë Foster Blake posted a guide to consumer reviews on the Go-To Skincare Instagram page which read “Any comment or review on this product cannot exaggerate the products efficiency or performance,” and cannot “contain any info that cannot be substantiated”.

Blake said some comments and reviews on the Nifty Fifty Sunscreen “may be moderated or deleted”, to remove risk of not being in line with the TGA’s guidelines. 

“Mandatory warnings and instructions on TGA product advertising are good,” Blake said. But constraining personal opinions and testimonials- whether unpaid, paid, or gifted- will create “unnecessary friction” for consumers who already reluctantly use sunscreen. 

Sunscreen often gets a bad wrap with many consumers believing the product is “gross, thick, and greasy”, says Blake. “If people don't see other people’s honest reviews about the benefits of this sensory innovation: what would convince them to try sunscreen again?”