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.

With summer approaching, it’s the time of year when nonprofits tend to train a critical eye on the sunscreen market, issuing product rankings and shopping recommendations, often on the basis of hazily defined testing approaches and contentious ingredient safety positions.

Bayer AG appears eager to get out in front of the conversation in 2017, announcing the public release of an independent “assurance assessment” intended to bolster consumer confidence

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