The BBC has found that tanning companies are spreading harmful misinformation about sunbeds on social media, claiming they offer health benefits in winter.
Hundreds of adverts on TikTok, Instagram, and Facebook suggest sunbeds can boost energy, treat skin conditions, and even prevent colds and flu. One advert claimed that eight minutes on a sunbed could prevent illness.
The government has described these claims as "irresponsible" and "potentially dangerous". An NHS dermatologist said the amount of sunbed misinformation on social media is "genuinely terrifying".
Police and Regulatory Response
The Advertising Standards Authority (ASA) has banned six tanning adverts for making irresponsible health claims. The ASA is now drawing up new guidance for tanning salons, due to be published in March.
According to the ASA's regulatory projects manager, Jess Tye, the main message to the industry is to avoid claiming that sunbeds are safe or provide health benefits.
Health Risks and Concerns
Cancer charities and doctors are clear about the risks of using sunbeds, which are linked to higher rates of melanoma and other skin cancers. Using a sunbed before the age of 35 increases the risk of melanoma by 59%, according to the World Health Organization (WHO).
The British Association of Dermatologists advises against using commercial sunbeds to treat skin conditions. The NHS says sunbeds should never be used to get vitamin D, and instead recommends a healthy diet or supplements.
Industry Response and Regulations
The Sunbed Association, which represents half of the UK's tanning shops, says the ASA and WHO are using "outdated data". However, the association encourages its members not to use medical claims in advertising.
The government is looking at tightening rules in England, including stricter ID checks and mandatory health warnings in salons. Sunbeds are legal and regulated in all parts of the UK, with limits on the strength of the UV light the beds can emit and a ban on under-18s using the devices.
Public Awareness and Education
Young people are the biggest sunbed users in the UK, with about one in seven 18-to-24-year-olds saying they used one in the past year. However, nearly a quarter of under-25s wrongly believe sunbeds reduce the risk of skin cancer.
Cancer charities are concerned that harmful health messages are being allowed to go unchecked online. Rosie Vare, health information manager at the Teenage Cancer Trust, encourages young people to think about where their information is coming from and whether they can trust it.
