Target Hit With ‘Reef-Conscious’ Sunscreen Deceptive Ad Suit

Target Corp. on Thursday became the latest retailer to be accused of deceptively marketing chemical sunscreen products as safe for coral reefs despite containing ingredients known to cause coral bleaching.

The “reef-conscious formula” label on sunscreen from Target’s private label up&up doesn’t tell customers “its active ingredients of avobenzone, homosalate, octisalate, and octocrylene are inconsistent with ‘protecting and safeguarding’ coral reefs,” as implied by the label, according to a proposed consumer class action filed in the US District Court for the Eastern District of New York.

Linda Storace says the label violates the environmental marketing guidance from the Federal Trade ...