"It is clearly monetising Māori culture for its own purposes and failing to embrace the culture in its appointment of staff," an Auckland councillor says.
Blenheim is expected to have the top temperature of 33 degrees Celsius, but other areas of the country are not far behind.
"It is likely most complaints are instances of skin sensitivity or improper application," Cancer Society's chief executive says.
CCTV footage showed the brazen thieves, who wore high-visibility clothing, in the early hours of Christmas morning.
An Auckland woman was appalled her eight-and-a-half-month-old was sunburnt "beetroot red" after applying the sunscreen.