By Jonathan Blackburn,Ruth Suter
Copyright glasgowlive
A Scottish tanning company with three Glasgow locations has been criticised for an “irresponsible” advertisement that suggested sunbeds could help prevent cancer.
Indigo Sun—which has branches in the Gorbals, in Royston and on High Street—ran an online ad earlier this year claiming that moderate use of sunbeds offered significant health benefits. The firm cited a University of Edinburgh study to support its claims, stating that sunbed usage reduced the risk of dying from heart disease and boosted vitamin D levels.
The advert was brought before the Advertising Standards Authority (ASA) following a complaint lodged by an NHS doctor. The ASA ruled that the Stirling-based company’s assertions were “misleading and unsubstantiated”, and ordered a complete ban on the advert, reports the Daily Record.
While Indigo Sun disagreed with some of the findings, it agreed to abide by the ruling. The advert, titled ‘The Health Benefits of Tanning’, was aired online in April.
The voiceover in the advert stated: “A recent University of Edinburgh study revealed that UV exposure provides a net health benefit. Using data from over 360,000 people from the UK Biobank, scientists found that higher UV exposure whether from sunlight or tanning beds is linked to reduced deaths from cancer and heart disease.
“In fact, sunbed users showed a 15% lower risk of all-cause mortality, a 23% lower risk of dying from heart disease and a 14% lower risk of cancer mortality compared to those who never used tanning salons. The research also showed that sunbed use was not associated with melanoma mortality.”
The investigation was triggered following NHS concerns that the university research had been taken out of context.
The NHS maintains that sunbed usage can heighten skin cancer risks, with UV ray exposure being Britain’s leading cause of the disease. This encompasses melanoma, which represents the most severe form of skin cancer.
Sign up to our daily Glasgow Live newsletter here to receive news and features direct to your inbox.
Additional dangers linked to sunbed usage include damage to the eyes, accelerated ageing and compromised immune function.
In its verdict, the regulator said: “We considered the ad did not sufficiently highlight to consumers the known health risks of using sunbeds, as clearly stated by the NHS, nor did it present any alternative means of improving vitamin D levels such as through supplementation and diet.
“We further considered that where safer alternatives were available to consumers, irrespective of where they lived, it was irresponsible to promote sunbed use, with its known risks, as the primary way to increase vitamin D levels.
“Because the ad omitted information on official advice from public health bodies about the risks of sunbeds, whilst creating an overall impression that the health benefits of using sunbeds significantly out weighed the risks, we concluded that it was irresponsible.”
Indigo Sun has agreed to comply with the ASA’s request to pull the advert.
Speaking to the BBC, Chief executive Frank Taylor expressed his disappointment: “We remain disappointed that a peer-reviewed study conducted by the University of Edinburgh, one of the UK’s most respected academic institutions, and based on UK Biobank data from over 360,000 participants, was not considered sufficient evidence to support the claims made.
“Our intention was always to share the science, not to make exaggerated or irresponsible assertions. We acknowledge that not everyone agrees with the interpretation of those findings, but we believe they merit inclusion in the broader conversation about UV, vitamin D and public health – a conversation that has been overly reliant on old, outdated studies.”
Join Glasgow Live’s WhatsApp community here and get the latest news sent straight to your messages.
