Watchdog cracks down on sunbed firms over false health claims

A new enforcement notice tells tanning companies they must stop making false claims that sunbeds are safe or can treat health conditions. The Committee for Advertising Practice issued the warning to stop firms from playing down the risks of skin cancer. Experts and cancer charities point out that sunbeds are linked to higher rates of melanoma and other skin cancers. The World Health Organization says using a sunbed before turning 35 raises the risk of melanoma by 59 percent later in life.

False Claims

Investigators earlier found hundreds of social media videos claiming tanning beds could boost energy, treat skin problems, and improve mental health. The advertising watchdog banned five ads earlier this year that claimed tanning beds could help manage depression and osteoporosis. The new rules ban businesses from promoting sunbeds as a source of vitamin D or suggesting the beds are safe.

Young Users

Young people use sunbeds more than any other age group. Data shows about one in seven young adults aged 18 to 24 used a sunbed in the past year, which is double the average for all age groups. Rosie Vare from the Teenage Cancer Trust welcomed the stricter rules and noted that skin cancer is one of the most common forms of the disease in young adults.

Industry Response

The Sunbed Association said it supports action against misleading adverts. Its chairman, Gary Lipman, stated that businesses should not use health claims to promote products. At the same time, he noted that tanning salons must still be allowed to show they operate responsibly.

Context

Advertising watchdogs set strict rules to protect consumers from misleading health claims, especially when products carry serious physical risks. Businesses have until 7 December 2026 to update their marketing, and the watchdog plans to use artificial intelligence monitoring to catch rule breakers.