A novel self-assembled pure and Mg doped ZnO nano-particles (NPs) were successfully synthesized by a simple low temperature co-precipitation method. The prepared photocatalysts were characterized by X-ray diffraction, high resolution scanning electron microscopy, high resolution transmission electron microscopy, diffuse reflectance spectroscopy and photoluminescence (PL) spectroscopy. The results indicated that the prepared photocatalysts showed high crystallinity with a uniform size distribution of the NPS. The degradation of cholorphenols is highly mandatory in today's scenario as they are affecting the environment adversely. Thus, the photocatalytic degradation of 4-chlorophenol (4-CP), a potent endocrine disrupting chemical in aqueous medium was investigated by both pure and Mg-doped ZnO NPs under UV-light irradiation in the present study. The influence of the Mg content on the structure, morphology, PL character and photocatalytic activity of ZnO NPs were investigated systematically. Furthermore, the effect of different parameters such as 4-CP concentration, photocatalyst amount, pH and UV-light wavelength on the resulting photocatalytic activity was investigated.