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 say sunbeds can boost energy and treat skin conditions or mental health problems, according to the BBC's investigation.
One advert suggested that using a sunbed for eight minutes could prevent colds and flu, while another claimed that UV rays could stimulate the thyroid gland to help with weight loss.
Government Response
The government has described these claims as "irresponsible" and "potentially dangerous". An NHS dermatologist has also expressed concern, describing the amount of sunbed misinformation on social media as "genuinely terrifying".
The Advertising Standards Authority (ASA) has banned six tanning adverts for making irresponsible health claims or suggesting sunbeds were safe.
Risks of Sunbeds
Cancer charities and doctors have warned 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% later in life, according to the World Health Organization (WHO).
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, double the average for all age groups, according to a 2025 YouGov survey.
Industry Response
The Sunbed Association, which represents half of the UK's tanning shops, says the ASA and WHO are using "outdated data".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.
TikTok and Meta, which owns Instagram and Facebook, have said they will remove posts that violate their policies on harmful misinformation and investigate videos brought to their attention.
