Home / Health / Watchdog Cracks Down on Risky Sunbed Claims
Watchdog Cracks Down on Risky Sunbed Claims
12 Nov
Summary
- Sunbed firms warned against claiming beds are safe or treat conditions.
- Advertisers must not downplay health risks like increased skin cancer.
- New rules enforced with AI monitoring, deadline December 2026.
The Committee for Advertising Practice (CAP) has initiated a UK-wide crackdown on misleading sunbed advertisements. Tanning firms are now prohibited from claiming their sunbeds are safe or can treat medical conditions. This enforcement notice aims to clearly communicate to the industry that downplaying the risks of sunbed use is unacceptable.
Concerns have been raised by the CAP that certain claims made by companies could be harmful, potentially deterring customers from seeking proper medical advice. These misleading claims include suggestions that tanning beds can alleviate eczema, improve brain function, reduce inflammation, or boost circulation.
Cancer charities and medical professionals consistently highlight the serious health risks linked to sunbed use, particularly the increased likelihood of melanoma and other skin cancers. The World Health Organization indicates that using sunbeds before the age of 35 elevates the risk of melanoma by 59% later in life.
Young adults are particularly prevalent sunbed users in the UK. A 2025 YouGov survey revealed that approximately one in seven individuals aged 18-24 reported using a sunbed in the past year, double the average across all age groups. Teenage Cancer Trust has welcomed stricter advertising rule enforcement.
The Advertising Standards Authority (ASA) has already banned five adverts earlier this year for making unsubstantiated claims about sunbeds managing conditions like osteoporosis and depression. The new notice specifically warns against medical claims, promoting sunbeds as a vitamin D source, or suggesting they are safe.
Sunbed use is regulated across the UK, with limitations on UV light strength and a ban on individuals under 18. The Sunbed Association supports action against misleading adverts but advocates for responsible business operation demonstrations. Their members are trained to screen high-risk customers, and individuals are limited to 60 sessions annually.
Advertisers must ensure their marketing claims are compliant by December 7, 2026. The CAP will utilize an AI-based monitoring system to identify and take further action against non-compliant ads.
