A sunscreen costing $69 per 100ml delivered just SPF14 protection despite promising SPF50 on its label, according to testing by Consumer NZ.

Coola Zinc Oxide Sunscreen Lotion 50 was one of seven products that failed to meet their SPF claims in the consumer organisation’s latest testing. The other six still provided SPF30 protection or higher.

Consumer NZ researcher Belinda Castles said New Zealanders should be able to trust sunscreen labels.

“New Zealand has one of the highest skin cancer and melanoma rates in the world. Skin cancer is largely preventable, and we rely on sunscreens to protect us from the sun’s harsh rays.”

Consumer tested 10 widely available sunscreens costing between $4 and $76 per 100ml, checking their SPF and broad-spectrum claims.

Only three met their advertised SPF, with the results showing a higher price did not guarantee better protection.

“The cheapest product we tested met its label claims. Smart365 Sun Sunscreen Lotion SPF50+ costs $4 per 100ml,” Castles said.

Cancer Society Everyday Protection SPF50 also met its claims and cost $9 per 100ml.

All 10 products met the requirements for broad-spectrum protection based on their tested SPF.

SPF measures protection against UVB rays, the main cause of sunburn. Broad-spectrum sunscreens also protect against UVA rays. Both can cause skin cancer.

The findings follow testing by Australian consumer advocacy organisation Choice last year, which found 16 of 20 sunscreens did not meet their SPF claims. Castles said 11 of those products were also sold in New Zealand.

Consumer NZ said sunscreen regulations required compliance with the Australian and New Zealand sunscreen standard, including independent testing, but did not specify how often products must be tested.

Its previous investigations had found some companies relied on test reports that were several years old.

“Our latest test results show why regular sunscreen testing is essential. Consumers should be able to trust what’s printed on a product label,” Castles said.

Consumer NZ has shared its findings with the Commerce Commission.

The organisation also hosts a free sunscreen database on its website, supported by Health New Zealand Te Whatu Ora. Users can filter products by price, SPF, water resistance and when they were last tested.