EU bans misleading "sunblock" labels

By Darren Ennis

BRUSSELS (Reuters) - There is no such thing as 100 percent protection from the sun, the European Union's consumer chief warned holidaymakers on Monday and she banned the words "sunblock" and "100 percent sun protection" on sun cream.

Such labeling is misleading and contributes to thousands of deaths each year, Consumer Protection Commissioner Meglena Kuneva said.

"Consumers need clear, accurate information on sunscreen products so they can make informed choices," she said in a statement.

"There is no such thing as 100 percent protection and we need to reinforce that essential message. This is just one of a number of measures that are necessary for effective protection against the sun."

According to Cancer Research UK, the number of skin cancer cases in that country has more than doubled since the early 1980s with over 2,000 deaths from skin cancer each year.

NEW LABELS

Under the new rules, which came into force on Monday and will be phased in before the end of the year, the new labels will also include a new UVA logo and standardized terms such as "low," "medium," "high" and "very high" protection.

UVA is the term used for ultraviolet light that can cause chronic conditions such as the appearance of aging and interferes with the human immune system.