The U.K.’s advertising rules body gave sunbed marketers until Dec. 7 to revise ads that portray tanning as safe or beneficial to health, citing concerns that such claims could encourage use or delay medical care.
The Committee of Advertising Practice (CAP) issued an enforcement notice after seeing promotions linking sunbeds to medical or wellness effects. It cited ads suggesting the devices could ease eczema, affect brain function, combat inflammation or improve blood circulation. CAP told advertisers not to present sunbeds as safe or as a way to improve health.
CAP said the claims could lead people to use sunbeds in pursuit of perceived health gains or put off appropriate treatment. The organization is the sister body of the Advertising Standards Authority (ASA). In January, the ASA banned five ads linking sunbeds to treating or managing psoriasis, osteoporosis or depression, as well as ads claiming broader health benefits.
CAP cited advice from the National Health Service (NHS) and Cancer Research UK that UV radiation cannot provide a safe or healthy tan. The NHS also warns that sunbed exposure raises the risk of skin cancer.
Gary Lipman, who leads the group representing sunbed operators, supported action against misleading ads. “We fully support action against misleading advertising,” Lipman said. He argued that salons should be able to explain their safeguards, such as how they prepare employees, screen customers and follow applicable standards and legislation. Lipman also welcomed CAP’s engagement after the association raised its concerns.
James Burnett, a senior compliance executive at CAP, said the organization plans to use AI-based monitoring to identify ads that continue to violate its rules and take action. Advertisers have until Dec. 7 to bring their promotions into line.
