Brands want us to trust them. But as the SPF debacle shows, they need to earn it

By Paul Harrison, Director, Master of Business Administration Program (MBA); Co-Director, Better Consumption Lab, Deakin University

It’s quite unsettling to discover something so central to our cultural rituals – the “slop” in the Aussie mantra of “Slip! Slop! Slap!” – can no longer be trusted.

We’ve never really had to scrutinise sunscreen. We slop it on because Sid the Seagull (in his role as spokesbird for the Cancer Council) told us to. We’ve learned about sun protection factors (SPF) and made choices…

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