24/01/2026
I’ve long thought the ‘positive benefits claims’ of the sunbed industry to be shocking and totally misleading.
I’m delighted to read this article that the ASA has banned their ‘safe tanning’ ads now! 🙌🏼
UV from sunbeds is so much more intense than the sun’s rays, causing skin cancers & ageing skin dramatically in so many ways.
Stay youthful & safe!
Jennifer
The Advertising Standards Authority has banned multiple sunbed adverts for making claims around “safe tanning” and health benefits, following a proactive investigation using its AI-led Active Ad Monitoring system.
In rulings published on January 21, 2026, the ASA upheld complaints against five tanning-related advertisers, finding that their marketing suggested sunbeds were safe, could boost vitamin D, improve wellbeing or help manage medical conditions such as SAD, psoriasis and eczema. The regulator concluded that these claims downplayed the risks of UV exposure and were likely to mislead consumers.
In its assessment, the ASA repeatedly referenced established NHS and Cancer Research UK guidance, which states there is no safe or healthy way to tan using UV radiation, and that sunbeds increase the risk of skin cancer, including melanoma. The watchdog said linking sunbed use with health benefits was irresponsible, given the potential public health consequences.
The decisions build on the ASA’s 2025 ruling against tanning chain Indigo Sun and signal increased scrutiny of tanning-related advertising, particularly where claims intersect with health, wellbeing and medical treatment. For the industry, the rulings reinforce that compliance with equipment standards or age restrictions does not justify describing sunbeds as “safe”, and that health claims face a high evidential bar.
Read the full article for a detailed breakdown of the banned claims, industry responses and what this means for future sunbed advertising. Link in comments.
