A mother who says her daughter wakes screaming in pain from sunburn is among dozens complaining that Banana Boat's strongest sunscreen has failed to protect them from the sun.
Gippsland woman Danielle Batten has posted pictures on Facebook of her daughter apparently with first degree burns to her back.
Ms Batten says her daughter was sunburned even while liberally covered in the SPF 50+ sunscreen.
"My daughter and I sat in the sun for an hour. I piled the sunscreen on her - it was 50+ Banana Boat - and she now has first degree burns from it," Ms Batten told AAP on Wednesday
"She wakes up in the middle of the night screaming in pain, and I don't want any other kids or parents to have to go through this."
Banana Boat regional vice president Ivan Nuich says the company has never found any issues with its product range.
"It may seem like there are a lot of complaints but we have sold millions of sunscreens each year to many satisfied customers," Mr Nuich said in a statement.
The company says it tests all sunscreens that are returned by customers and it has never found an issue with efficacy.
Ms Batten insists she applied the sunscreen as directed and her daughter only waded in the water and didn't get her back wet.
Her claims are echoed across Facebook with dozens of people questioning the effectiveness of the Banana Boat SPF 50+ product.
"I used your kids 50+ roll-on for myself and my 20-month-old yesterday, and even after reapplying after two hours .. we felt like we were burning we are burnt so badly," Karleen Radford wrote on the company's Facebook page.
"Banana Boat - I applied your so-called 50+ kids sunscreen on my 10-month-old today - he was in the sun for a little over an hour and he is burnt raw! I even reapplied half an hour in." Nikki Rodger wrote.
The Therapeutic Goods Administration told AAP it tested Banana Boat products in 2016 after a number of complaints and found "no evidence of a problem with the quality of any of the sunscreens".
Banana Boat says research indicates complaints about ineffective sunscreen can often be the result of inaccurate application and not using enough.
It recommends at least seven teaspoons per adult per application.
