A concerning trend has emerged on social media, where advertisements promoting sunbed use are disseminating misleading information about their health benefits. Cancer charities and medical professionals are sounding the alarm over these claims, which often target young people. Findings from a recent investigation by the BBC reveal that numerous adverts on platforms such as TikTok, Instagram, and Facebook suggest that sunbeds not only enhance energy levels but can also treat skin ailments and mental health issues.
Misleading Claims on Social Media
The investigation uncovered over 200 ads from various tanning salons promoting sunbeds as beneficial for winter health. Some assertions were particularly alarming; one ad claimed that just “eight minutes” on a sunbed could prevent common illnesses like colds and flu. Another suggested that UV exposure could “stimulate the thyroid gland” to aid in weight loss. Such statements have been condemned as “irresponsible” by government officials, with one NHS dermatologist describing the prevalence of such misinformation as “genuinely terrifying.”
Following these revelations, the Advertising Standards Authority (ASA) has acted by banning six tanning advertisements that made dubious health claims or implied that sunbeds were safe. Cancer charities and medical experts are unequivocal in their warnings about the risks associated with sunbed usage, linking them to increased rates of melanoma and other skin cancers. According to the World Health Organization (WHO), using a sunbed before the age of 35 can elevate the risk of developing melanoma by a staggering 59%.
Young Users at Risk
Data indicates that young adults are the primary users of sunbeds in the UK, with around one in seven individuals aged 18 to 24 reporting having used one in the past year—twice the average for all age demographics. Alarmingly, a survey conducted by YouGov in 2025 revealed that nearly 25% of those under 25 mistakenly believe that sunbeds can actually lower the risk of skin cancer.
Kass Barker, who was diagnosed with melanoma at the age of 22, reflects on her past sunbed usage, expressing concern that such experiences may have contributed to her condition. “We often told ourselves we were using them to get a few minutes of vitamin D,” she said. The NHS strongly advises against using sunbeds for this purpose, as safer alternatives exist.
The Call for Action
Health organisations are increasingly worried that the unchecked spread of harmful health messages online could have serious implications for public health. Rosie Vare, health information manager at the Teenage Cancer Trust, emphasises the importance of scrutinising the sources of health information, urging young people to question the credibility of such claims.
In a comprehensive review of social media content, the BBC found numerous instances of false assertions regarding the health benefits of sunbeds. For example, one TikTok video, which received 18,000 likes, incorrectly claimed that “doctors prescribe sunbeds” for various conditions, including vitamin D deficiency and seasonal depression. Health professionals vehemently dispute these assertions, stating that while some sunbeds emit UVB rays, they are not an effective source for vitamin D production.
Regulatory Responses and Industry Perspectives
In light of these alarming findings, the ASA is preparing new guidelines for tanning salons, expected to be released in March. Jess Tye, the ASA’s regulatory projects manager, emphasised that the industry should refrain from claiming that sunbeds are safe or beneficial for health.
Sunbeds remain legal and regulated throughout the UK, with existing restrictions on their UV intensity and a ban on their use by under-18s. The government recently announced plans to tighten regulations in England, which include stricter age verification and mandatory health warnings in salons.
Gary Lipman, chairman of the Sunbed Association, acknowledged the importance of responsible advertising, stating, “We are selling a tan— we are not doctors.” He encourages members to avoid making health claims. However, the association contends that health authorities may exaggerate the risks associated with sunbed usage, citing recent studies that suggest UV exposure could be linked to a lower risk of certain diseases. This interpretation has been met with criticism from dermatologists and cancer specialists.
Platforms like TikTok and Meta, the parent company of Instagram and Facebook, have stated their commitment to removing content that violates policies on harmful misinformation, with Meta affirming it would investigate flagged videos.
Why it Matters
The ongoing spread of misinformation regarding sunbeds poses significant risks, particularly to younger audiences who may not fully understand the potential health implications. With skin cancer diagnoses rising annually, it is imperative that accurate information prevails. The promotion of harmful health claims not only endangers individual well-being but also places additional strain on healthcare resources. As the conversation around tanning and health continues, vigilance is necessary to protect public health and promote informed decision-making.
