Controversial Claims Challenged

A Scottish tanning salon chain, Indigo Sun, recently faced backlash after declaring that sunbed usage can reduce the risk of cancer and heart disease. The Advertising Standards Authority (ASA) branded the company's statements as "irresponsible" following an official investigation into their advertising content.

Misleading Advertisements

Indigo Sun promoted its claims in an online ad titled "The Health Benefits of Tanning," referencing research from the University of Edinburgh, asserting that moderate sunbed use can yield significant health advantages. However, the ASA deemed these claims misleading and lacking scientific backing.

Questionable Research Context

The controversy erupted after an NHS doctor raised concerns that the University of Edinburgh study was misapplied to support sunbed use specifically. The ASA clarified that although the study examined UV exposure's relation to health outcomes in older adults, it did not validate the promotional claims about sunbeds.

Official Response and Admission of Fault

Following the ruling, Indigo Sun acknowledged the ASA's findings and agreed to remove the contentious advertisement. CEO Frank Taylor expressed disappointment, asserting that the peer-reviewed study deserved consideration in discussions about UV exposure and public health, but conceded that the ad might have overstated its conclusions.

Health Risks Highlighted

The ASA underscored that the advertisement downplayed essential health warnings regarding sunbeds. By failing to share public health bodies' official advice on the risks associated with artificial tanning, the ad created a misleading impression that benefits outweighed potential dangers.

UK's Stance on Sunbeds

Notably, the UK has instituted strict regulations banning sunbed usage among individuals under 18, reflecting growing concerns over public health and safety. With ongoing debates surrounding UV exposure, the ASA's ruling serves as a reminder of the importance of responsible advertising in health-related industries.