Strict rules on tanning advertisements
The Committee for Advertising Practice (CAP) has issued a UK-wide enforcement notice to tanning businesses, prohibiting them from claiming their equipment is safe or can treat medical conditions. The move follows an investigation into hundreds of social media videos that suggested sunbeds could boost energy levels or cure skin and mental health issues.
James Burnett, compliance executive at the CAP, stated that the notice aims to send a clear message to the industry. He emphasized that advertisements must not minimize the dangers associated with UV exposure or present tanning as a method to improve overall health.
The watchdog identified several specific claims that are now considered potentially harmful. These include suggestions that tanning beds can ease eczema symptoms, improve brain function, reduce inflammation, or boost circulation. The CAP warned that such misinformation could discourage customers from seeking appropriate medical advice or treatment for serious conditions.
High risk for young users
Medical experts and cancer charities have long highlighted the dangers of artificial UV exposure. The World Health Organization reports that using a sunbed before the age of 35 increases the risk of developing melanoma by 59 percent later in life. Melanoma is one of the most common forms of skin cancer in young adults.
Young people represent the largest demographic of sunbed users in the United Kingdom. A 2025 YouGov survey found that one in seven individuals aged 18 to 24 used a tanning bed in the past year. This rate is double the average usage across all age groups.
Rosie Vare, health information manager at Teenage Cancer Trust, welcomed the stricter enforcement. She noted that young people need accurate information about the risks involved and recommended relying on trusted sources like the NHS or established cancer charities for health guidance.
Industry response and compliance deadline
The Sunbed Association, which represents approximately half of the UK’s tanning salons, stated it fully supports action against misleading advertising. However, the organization argued that businesses must still be permitted to demonstrate that they operate responsibly within the law.
Gary Lipman, chairman of the Sunbed Association, clarified that his members do not encourage health claims to promote products. He distinguished between claiming a product is risk-free and explaining that a business follows safety guidelines, such as screening customers with very fair skin and limiting sessions to 60 per year.
Current regulations in the UK ban under-18s from using sunbeds and set limits on the strength of UV light emitted by the machines. The wider health and beauty sector in the UK generates an estimated £6.1 billion in annual sales.
Advertisers have been given until 7 December 2026 to ensure their marketing materials comply with the new rules. The CAP plans to use an AI-based monitoring system to identify ads that continue to break the regulations and will take further action where necessary.
Source: BBC
