'Misleading' ads for sunscreen taken off after ICA protest

Piz Buin 'One Day Long' falsely claims one application is effective all day, Israel Cancer Association alleges.

By
April 26, 2009 23:28
1 minute read.
'Misleading' ads for sunscreen taken off after ICA protest

sunscreen 88 . (photo credit: )

 
X

Dear Reader,
As you can imagine, more people are reading The Jerusalem Post than ever before. Nevertheless, traditional business models are no longer sustainable and high-quality publications, like ours, are being forced to look for new ways to keep going. Unlike many other news organizations, we have not put up a paywall. We want to keep our journalism open and accessible and be able to keep providing you with news and analyses from the frontlines of Israel, the Middle East and the Jewish World.

As one of our loyal readers, we ask you to be our partner.

For $5 a month you will receive access to the following:

  • A user uxperience almost completely free of ads
  • Access to our Premium Section and our monthly magazine to learn Hebrew, Ivrit
  • Content from the award-winning Jerusalem Repor
  • A brand new ePaper featuring the daily newspaper as it appears in print in Israel

Help us grow and continue telling Israel’s story to the world.

Thank you,

Ronit Hasin-Hochman, CEO, Jerusalem Post Group
Yaakov Katz, Editor-in-Chief

UPGRADE YOUR JPOST EXPERIENCE FOR 5$ PER MONTH Show me later Don't show it again

The Second TV and Radio Authority has acceded to the demands of the Israel Cancer Association (ICA) to remove a prime-time ad for a sunscreen product that, it alleges, falsely claims one application is effective all day. The product, manufactured under the Piz Buin label and called One Day Long, claimed to protect users from ultraviolet (UV) light exposure, which can lead to skin cancer, for the whole day, even though sweat, rubbing the skin and bathing make this impossible. After the broadcast, the ICA urgently pleaded with the Health Ministry and the authority to halt the ads, "which significantly mislead the public and are liable to harm health." The ICA explained that many people were not aware that sunscreens did not give 100 percent protection. These creams, it added, should only be the "last line of protection" against the sun's harmful rays, after avoiding peak radiation hours (between 10 a.m. and 4 p.m.), covering up with long-sleeved, light clothing and wearing a broad-brimmed hat. "Sunscreen definitely does not allow people to lie in the hot sun in a minimal bathing suit and be protected from UV," the ICA said. Sunscreens are tested and ranked by skin protection factors in ideal situations, using UV lamps, in air-conditioned premises. Outdoors, however, it's a different story, the ICA said. The authority investigated the complaint and found that the ad was supposed to be allowed for broadcast only with restrictions and in a version that did not make such exaggerated claims as "all day long" and "long-lasting protection." All sunscreens should be reapplied every two hours, the ICA said. Swimmers should use one that is water-resistant.

Related Content

[illustrative photo]
September 24, 2011
Diabetes may significantly increase risk of dementia

By UNIVERSITY OF MICHIGAN HEALTH SYSTEM