Is Walmart Equate Sunscreen Really Reef Friendly?
A class action lawsuit filed earlier this year alleges that Walmart is misrepresenting their Equate sunscreen brand by labeling it as “reef safe” and “reef-friendly.” The Lyon Firm is investigating a wide range of false advertising claims for plaintiffs nationwide, and reviewing allegations of deceptive marketing.
Call our legal team to discuss joining an existing class action if you have purchased any Walmart Equate sunscreen, or another chemical-based sun block product marketed as eco-friendly.
What is the Walmart Equate Sunscreen Lawsuit About?
Multiple lawsuits have been filed this year against large retailers like Target and Walmart, alleging the companies are misleading consumers and unfairly profiting from selling “reef-friendly” and “reef safe” sunscreen products.
The Walmart Equate sunscreen class action complaint disputes the company’s eco-friendly claims and claims the product labeling is misleading and deceptive.
Walmart and other retailers often charge consumers higher prices for personal care products that are supposedly “natural,” “eco-friendly,” and “environmentally sustainable.” Consumer protection lawyers, however, have challenged the validity of these marketing schemes. In some cases, studies have determined that there is not enough evidence to make such claims.
In the Walmart Equate sunscreen case, the plaintiff is alleging that the company sold its sunscreen using false and misleading representations. One class action plaintiff says the Walmart Equate sunscreen labeling violates the Florida Deceptive and Unfair Trade Practices Act. As a result of the alleged misleading representations, the product is sold at a premium, a business practice often challenged by consumer rights attorneys.
The complaints, filed in Florida and New York, claim that plaintiffs would not have paid a premium price for the product if they knew sunscreen contained ingredients that are potentially harmful to coral reefs.
Plaintiffs also say the labeling violates the environmental marketing guidance from the Federal Trade Commission (FTC). The specific Walmart Equate sunscreen in question, labeled as “Reef Friendly,” contains the active ingredients avobenzone, homosalate, octisalate and octocrylene, which some studies suggest may be harmful to coral reefs. Newer research has shown that octocrylene may generate benzophenone, a carcinogenic chemical that could damage corals and fish.
Which Sunscreen Brands are Reef Safe?
There is an ongoing debate as to whether any chemical-based sunscreen products are actually “safe” for marine ecosystems. Our attorneys are investigating potentially harmful personal care products, some of which may be misrepresented as eco-friendly. There is evidence that suggests the best bet for a safe sunscreen product for you and the environment is non-nano mineral-based.
The U.S. National Park Service website offers guidance on which sunscreen chemicals to avoid. They have published the following list:
- Oxybenzone
- Octocrylene
- Avobenzone
- Benzophenone-1
- Benzophenone-8
- OD-PABA
- Methylbenzylindene camphor
- 3-Benzylidene camphor
- Homosalate
- Octinoxate
- Octisalate
- Nanoparticles
The National Academies of Sciences, Engineering and Medicine (NASEM) released a 2022 report identifying several knowledge gaps and research barriers that may limit the understanding of the ecological risks of the chemicals in our sunscreens and other personal care products. The report called on the U.S. Environmental Protection Agency to conduct their own risk assessment of UV filters to clarify the possible risks of specific sunscreen chemicals and their impact on marine ecosystems.
Several studies have concluded that some chemical-based UV blocker sunscreens could impact coral reefs. A recent literature review went as far as to say, “…conventional sunscreens are a source of destruction for coral reefs and removing the toxic components will be crucial to the survival of our coral reefs as a whole.”
In 2021, Hawaii banned the sale of some sunscreen products that contain the active ingredients oxybenzone and octinoxate. The regulation followed studies that showed those chemicals had harmful impacts on marine environments and ecosystems, including coral reefs. Some experts in the industry predict that other chemicals will also be considered detrimental to the health of marine life, and will face similar sales restrictions.
Can You File a Class Action Deceptive Marketing Lawsuit?
Plaintiffs can seek to recover economic injury and financial damages for the premium prices they paid for any mislabeled product. If you have purchased a Walmart Equate Reef Friendly sunscreen product, or any other sunscreen on the market with questionable environmental sustainability claims, contact our lawyers to discuss your legal options. You may be able to join an existing Equate sunscreen class action lawsuit or file a separate complaint on behalf of all impacted consumers.