UK watchdog bans misleading sunbed ads downplaying cancer risks

The UK's Committee for Advertising Practice (CAP) has issued a nationwide enforcement notice targeting misleading advertisements by sunbed companies, according to BBC Health.

The watchdog emphasized that tanning firms must not claim sunbeds are safe or can treat medical conditions, as some adverts have suggested benefits like boosting energy or improving mental health.

Cancer charities and medical professionals have linked sunbed use to increased rates of melanoma and other skin cancers, with use before age 35 raising melanoma risk by 59%.

The Sunbed Association, representing about half of UK tanning salons, supports action against misleading adverts but wants responsible businesses to demonstrate their practices.

CAP's compliance executive highlighted that such misleading claims could prevent customers from seeking proper medical advice and that ads should not downplay the serious health risks associated with sunbed use.