The Advertising Standards Authority (ASA) has taken decisive action by banning advertisements from five tanning companies that disseminated misleading information regarding the safety and health benefits of sunbed use. This regulatory move underscores the serious public health concerns associated with ultraviolet (UV) radiation exposure.
Problematic Claims and Regulatory Response
Ads for The Sun Company, SunShine Co, Tanbox Towcester, Tan & Deliver Home Hire Sunbeds, and Byrokko were found to contain what the ASA termed "problematic claims." These included assertions that sunbed use is safe or that tanning can be achieved in a safe manner. Additionally, some advertisements promoted sunbeds as capable of boosting vitamin D levels, improving mood and energy, and treating medical conditions such as seasonal affective disorder (SAD), psoriasis, and eczema.
In response, the ASA has mandated that these banned ads must not reappear. Furthermore, the advertisers have been instructed that future marketing materials must refrain from suggesting that sunbeds are safe, offer health benefits, or can be used to treat medical conditions. This ruling aims to curb the spread of potentially harmful misinformation.
Health Risks and Expert Warnings
According to guidance from the NHS and Cancer Research UK, there is no safe or healthy method to obtain a tan using UV radiation. Cancer Research UK specifically warns that sunbeds employ high-intensity UV radiation for rapid tanning, which can damage the DNA in skin cells. This damage can lead to skin cancer, including melanoma, the most severe type of skin cancer.
Excessive UV radiation is identified as the third leading cause of cancer in the UK and the primary cause of skin cancer. These stark statistics highlight the critical need for accurate public health messaging and stringent advertising regulations.
Statements from the ASA and Companies
Jess Tye, the ASA's regulatory projects manager, emphasised the importance of this action, stating, "Given the serious dangers of UV exposure, it's vital that ads for sunbeds don't suggest that they're safe or offer health benefits. These rulings demonstrate that information about health in ads must be clear, accurate and responsible." She added, "Protecting people from misleading or irresponsible ads is at the heart of our work and we'll take action where ads break the rules by putting people at risk."
Sky News has reached out to SunShine Co, Tanbox Towcester, Tan & Deliver Home Hire Sunbeds, and Byrokko for comment on the ban. The Sun Company responded by acknowledging the ASA's ruling, noting that the specific content referenced had been removed from their social media. They stated, "We acknowledge the ASA's ruling in relation to an early social media post made shortly after opening. The specific content referenced in the ruling has been removed, and we have reviewed our advertising practices to ensure full compliance going forward. Customer transparency and regulatory compliance are important to us."
Broader Implications for Advertising and Public Health
This incident serves as a reminder of the ASA's role in safeguarding consumers from deceptive marketing practices, particularly in sectors with significant health implications. The ban reinforces the necessity for advertisers to adhere to evidence-based claims and avoid promoting products that could endanger public well-being.
As awareness of skin cancer risks continues to grow, such regulatory interventions are crucial in preventing the normalization of unsafe tanning practices. The ASA's proactive stance may prompt other companies in the industry to review their advertising strategies to ensure compliance and protect consumer health.
