The ethics of sunscreen

"How can consumers look at this example and not believe that the regulation of marketing claims is the only way to insulate consumers from short-term selfish marketers in search of market share, marketers who will shade the truth, even if it kills some customers?"

Seems like Seth isn't thinking very creatively about this. How about letting marketers say whatever they want, but the FDA publishes a pamphlet that is posted in the store aisle that ranks brands according to the latest research on effectiveness?

I don't necessarily endorse this solution, but Seth's "only way" seems to me to be... not the only way.