Adverts Promoting Sunbeds Banned by Advertising Standards Authority
The Advertising Standards Authority (ASA) has prohibited advertisements from five tanning companies that falsely promoted the safety of sunbeds. The ruling followed an investigation that revealed misleading claims regarding the health benefits and safety of sunbed use.
Misleading Claims Identified
Advertisements from The Sun Company, SunShine Co, Tanbox Towcester, Tan & Deliver Home Hire Sunbeds, and Byrokko were found to suggest that using sunbeds is safe and can lead to safe tanning. Additionally, these adverts claimed that sunbeds could enhance vitamin D levels, boost mood and energy, and treat various health issues like seasonal affective disorder (SAD), psoriasis, and eczema.
Health Risks of UV Exposure
Both the National Health Service (NHS) and Cancer Research UK have consistently stated that there is no safe method to obtain a tan through UV radiation. Cancer Research UK has highlighted that sunbeds emit high-intensity UV rays, which can damage DNA in skin cells, potentially leading to skin cancer, including melanoma, the most severe form. In fact, excessive UV exposure is the third leading cause of cancer and the primary cause of skin cancer in the UK.
Enforcement of the Ruling
Following the ASA’s decision, the companies involved have been instructed that the ads must not be re-published. They have also been warned that any future advertising must refrain from implying that sunbeds carry any health benefits or are safe to use.
Statement from ASA and Industry Response
Jess Tye, the ASA’s regulatory projects manager, emphasized the need for advertisements related to health to be factual and responsible, given the serious risks associated with UV exposure. Tye noted, “These rulings demonstrate that information about health in ads must be clear, accurate and responsible.”
Sky News has reached out to several of the companies for their reactions. The Sun Company responded by acknowledging the ASA’s decision regarding a previous social media post, which has since been deleted. They have committed to reviewing their advertising methods to ensure compliance with regulatory standards, affirming the importance they place on transparency and adherence to regulations.
Background
This action by the ASA underscores ongoing public health campaigns aimed at raising awareness of the dangers of tanning. The regulation of advertising in the tanning industry is crucial, especially as more individuals seek quick tanning methods without understanding the associated health risks.
Source: Original Article
