What began as a minor irritant under her eye turned into a life-altering cancer diagnosis for Jessica Zbinden-Webster—and sparked a campaign to scrap the UK’s 20% VAT.
The Tax on This Healthcare Product Could Be Putting Your Wellbeing at Risk
In 2018, while working at her office desk, Jessica scratched at what she assumed was a blocked pore. Instead, it bled profusely. A GP, not even a dermatology specialist, immediately recognized the lesion’s shape and color as basal cell carcinoma, the most common type of skin cancer.
At only 26 years old, she underwent aggressive surgery that removed her lower eyelid, followed by a skin graft from her arm and several subsequent laser procedures to restore its function. Jessica described the diagnosis as a complete shock—she had no family history of skin cancer, never used sunbeds, and couldn’t understand how it happened to her. She now suspects childhood sunburns played a major role, as blistering UV damage early in life is known to double one’s risk of skin cancer later on.
Following her doctor’s recommendation, Jessica began using sunscreen regularly—and noticed how much her spending added up. That’s when she learned that in the UK, sunscreen is classified as a cosmetic, not a medical necessity—and is therefore taxed at 20% VAT. She was horrified: “We are paying 20 per cent more than we should for a lifesaving product,” she said, pointing out that this tax “prices households out of sunscreen” and undermines public health messaging about sun safety.
The need for urgent change is backed by stark statistics: melanoma, the deadliest form of skin cancer, is the UK’s fastest-growing cancer, with approximately 17,500 new cases annually and projections rising to 26,500 by 2038–2040. Across all types, skin cancer treatment costs the NHS around £500 million per year. Additionally, around 4,000 cases in England annually are linked to socio-economic deprivation.
In response, Jessica launched the Change.org petition #AXEtheSPFTax, demanding recognition of sunscreen as an essential healthcare item. Her campaign has gained over 52,000 signatures, garnered support from dermatologists, and attracted political endorsements—including from Reform UK leader Nigel Farage and Lib Dem leader Sir Ed Davey.
Now cancer-free at 33, Jessica hopes that the government will eliminate the VAT during the upcoming autumn budget led by Chancellor Rachel Reeves—and vows to persist until policy is changed.
She looks to countries like Australia, which tackled its skin cancer crisis by removing VAT-like taxes on sunscreen and banning tanning beds, fostering a culture of skin protection. “We have a skin cancer crisis that is out of control—but we can turn it around,” Jessica asserts.
