The new Government is facing a plea to tighten rules around sunscreen, to match Australian standards.

Two sunscreens are being pulled from the shelves, after failing to provide the protection stated on their labels.

The SPF results were 10 points below the ratings claimed for sunscreens Snowberry Family + SPF 30 and Pure Blend Sunscreen SPF 15++.

They are both marked as natural products.

Fiona Mawley, the General Manager of the Cancer Society's Daffodil Enterprises, said in New Zealand it's optional for sunscreen brands to adhere to the Australasian recommendations.

''I mean it's concerning, especially for natural sunscreens, as they can put 20+ and 30+ on the label, but not substantiate those claims.''

She said people need to do their research online or with a shop assistant, before they spend time in the sun.

''If you put on something that says it has 30+ protection, you expect it to be 30+ and above, anything below that is not good enough, and is misleading for the consumer.''

Consumer NZ is also calling for mandatory standards for the industry.

The group says it will be testing more sunscreens, and publishing the results later this year.