Coppertone Heads Off NGO Shade-Throwing With ‘Assurance Assessment’

The Bayer brand commissioned global consulting and standards firm AccountAbility to assess its operations, procedures and testing at the root of Coppertone SPF claims and other labeling aspects. The company now is sharing the results publicly, possibly to get out in front of a conversation that tends to arise this time of year regarding sunscreen safety, effectiveness and truthfulness in marketing.