An anti-sunscreen slogan being spread on Lululemon shopping bags has put the clothing giant at the centre of yet-another controversy.

The bags, which Lululemon has been using on and off since 2011, suggest wearing sunscreen could be hazardous to people’s health.

“Sunscreen absorbed into the skin might be worse for you than sunshine. Get the right amount of sunshine,” it reads.

But the Canadian Cancer Society insists sunscreen is a key defence against skin cancer, the most commonly-diagnosed cancer in the country.

CCS public issues director Kathryn Seely said people can reduce their risk of contracting skin cancer – including its deadliest form, melanoma  – with a number of simple measures.

“They can try to reduce their activities in the midday sun, seek shade, wear a hat, wear loose-fitting clothing, and ultimately in the end wear sunscreen as well,” Seely said.

“Sunscreen is important.”

The CCS said it’s reviewed the scientific literature about sunscreen and doesn’t believe the ingredients pose a risk for skin cancer. Lululemon’s bags don’t specify what harm sunscreen could cause.

The company issued an email statement about the bags Monday, describing the design as “a collection of statements that are ever-evolving and intended to spark conversation.”

“We acknowledge that it is not research-based,” Lululemon said.

Lululemon also discussed sunscreen dangers in a 2011 blog post on its website that describes sunburns as the body’s way of letting people know they’ve had enough sun.

It warns that sunscreen turns off that alarm and recommends people go outside without it, but for limited periods of time. It doesn’t specify how short.

Seely said unprotected exposure to the sun is an acceptable way to get vitamin D, but that a few minutes is plenty of time to get a good dose during the summer.

Melanoma rates are rising in Canada, a problem the CCS blamed on the country’s aging and growing population refusing to change its habits. Surveys suggest the majority of Canadians still seek suntans, Seely said, despite the society’s insistence that no tan is safe.

One Lululemon store has partnered with the Canadian Cancer Society to promote its "Tanning is Out" campaign, and Seely said she hopes the company can continue to collaborate with it on getting the message out.

With a report from CTV Vancouver’s Maria Weisgarber