Reef Protection Factor initiative sets new global standard for marine-safe products

RPF certification arrives at a critical moment for marine conservation. With over 80% of sunscreen brands still contributing to coral damage and approximately 14,000 tonnes of sunscreen entering oceans yearly, consumers have lacked reliable guidance when selecting genuinely reef-safe products. The certification system evaluates sunscreens through rigorous scientific testing on both adult corals and coral larvae, with products that pass receiving bronze, silver or gold ratings based on their safety profile.

Scientific validation drives industry transformation

The RPF certification programme emerged from extensive research beginning in July 2021, when McCann initiated collaboration with the University of Derby and suncare manufacturer Stream2Sea. Their joint efforts culminated in scientific testing led by Professor Michael Sweet, Group Leader of the Safe Sunscreen Initiative at Derby.

Testing results proved remarkable. After 18 weeks of rigorous assessment, the specially formulated Coral Care™ sunscreen demonstrated capacity to enhance coral growth by up to 29% compared to untreated water and 50% compared to leading eco-friendly sunscreens. This breakthrough positioned Coral Care™ as the first product to receive RPF certification.

“The world’s coral reefs face immense threat from climate change and pollution,” noted Professor Sweet. “Reef Protection Factor empowers consumers and businesses to make informed choices that actively support reef conservation – and this is only the beginning of our journey.”

To ensure robust evaluation standards, independent coral testing facilities were established in the UK and Germany in January 2025, enabling manufacturers to submit products for RPF testing and certification.

Global partnerships expand conservation impact

The RPF initiative has rapidly gained international recognition through strategic collaborations in key marine regions. A flagship partnership with the Tourism Authority of Thailand (TAT) launched in support of Thailand’s Grand Tourism & Sports Year 2025, featuring an innovative ‘Amnesty Boat’ event on Railay Beach in Krabi.

During this activation, beachgoers exchanged conventional sunscreens for reef-safe Coral Care™ products. Ms. Worapa Angkhasirisap, Director of TAT UK & Ireland, emphasised the alignment between Coral Care and Thailand’s conservation priorities: “We actively encourage responsible tourism and advocating reef-safe sunscreen promotes more sustainable travel practices. Travellers using RPF-certified sunscreen is a simple yet effective way to minimise environmental impact and preserve the beauty of Thailand’s underwater world.”

Additional partnerships with organisations including Reef Check Malaysia, Marine Research Foundation, ISER Caribe in Puerto Rico, and Deblue Corner Dive Centre have further expanded the initiative’s reach and impact.

Marine-friendly innovation sets new benchmark

What distinguishes Coral Care™ from other sunscreens is its unique formulation developed through collaboration between Stream2Sea and McCann. Using FDA-compliant marine nutrients, the product actively nourishes coral reefs rather than merely avoiding harm.

“Partnering with McCann and the University of Derby has allowed us to push the boundaries of what’s possible,” said Autumn Blum, Founder and Cosmetic Chemist at Stream2Sea. “Our innovative Coral Care™ product validates our commitment to protecting marine ecosystems, and we hope it inspires the rest of the industry to follow suit.”

The sunscreen has secured numerous certifications beyond RPF, including FDA registration confirming broad-spectrum protection, factor 30 UV protection rating, and accreditations from the Environmental Working Group, Bionok and Inovapotek.

Public education supports conservation mission

McCann has implemented a comprehensive education strategy to build awareness around RPF certification and harmful sunscreen impacts. Components include a detailed white paper documenting RPF research, a children’s storybook titled “Coral Rescue” designed to engage younger audiences, and strategic social media campaigns featuring targeted content and influencer collaborations.

Jon Elsom, Group Executive Creative Director at McCann, reflected on the initiative’s positive reception: “Everyone we’ve spoken to has come on board immediately, from tourist boards to eco organisations to hotel chains. It’s not often you get to work on something that can genuinely change the world.”

With the RPF certification now established and Coral Care™ demonstrating what’s possible for marine-friendly suncare, the initiative marks a significant advance in consumer-driven marine conservation efforts. By providing clear standards for truly reef-safe products, RPF enables informed consumer choices that actively contribute to preserving vital ocean ecosystems for future generations.