Adverts for five tanning companies which made misleading claims about the safety of sunbeds have been banned by the Advertising Standards Authority (ASA).
Some of the “problematic claims” made by ads for The Sun Company, SunShine Co and Tanbox Towcester, as well as for Tan & Deliver Home Hire Sunbeds and Byrokko, included that sunbed use is safe or that tanning can be achieved safely.
There were also claims that sunbeds could boost vitamin D, improve mood and energy levels, and treat health conditions such as seasonal affective disorder (SAD), psoriasis and eczema.
According to advice by the NHS and Cancer Research UK, there is no safe or healthy way to get a tan using UV radiation.
Cancer Research UK warns that sunbeds use high-intensity UV radiation for quick tanning which can damage the DNA in skin cells. This can lead to skin cancer, including melanoma, which is the most serious type.
Too much UV radiation is the third biggest cause of cancer and the main cause of skin cancer in the UK.
All five advertisers have been told the banned ads must not appear again, and that future advertising must not suggest that sunbeds are safe, provide health benefits or can be used to treat medical conditions.
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ASA’s regulatory projects manager Jess Tye said: “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.
“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 approached SunShine Co and Tanbox Towcester, as well as Tan & Deliver Home Hire Sunbeds and Byrokko, for comment.
The Sun Company said: “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.”
