Tanning firm's claim that sunbeds reduce cancer ruled 'irresponsible'

Indigo Sun has more than 100 tanning salons across the UK

A Scottish-based tanning salon chain made "irresponsible" claims that sunbed use reduced cancer and heart disease deaths, the advertising watchdog has said.

Indigo Sun ran an online ad saying moderate, responsible sunbed use brought major health benefits, citing a University of Edinburgh study to make its case.

But the Advertising Standards Authority (ASA) said the Stirling-based company's claims were "misleading and unsubstantiated".

Indigo Sun said it disagreed with some of the findings, but agreed to drop the ad.

Indigo Sun, which has more than 100 tanning salons across the UK, ran an ad on its website on 4 April 4 called "The Health Benefits of Tanning".

The advert's voiceover stated: "New research proves that moderate, responsible use of sunbeds brings major health benefits."

The ad went on to claim a recent University of Edinburgh study found "higher UV exposure whether from sunlight or tanning beds is linked to reduced deaths from cancer and heart disease".

The voiceover continued: "The research also showed that sunbed use was not associated with melanoma mortality."

The ASA investigated after an NHS doctor complained the university study, published in a scientific journal, was used out of context.

The watchdog said the study was about the link between UV exposure, including sunlight, and deaths among older adults, adding: "That differed significantly from the claims in the ad, which were focused specifically on the health benefits of sunbed use only."

The ASA also said said the age-range of the people who took part was not representative of the UK population, adding: "For those reasons, we concluded that the ad made misleading and unsubstantiated claims about the health benefits of sunbed use."

The Advertising Standards Authority described the ad claims as misleading and unsubstantiated

The watchdog's ruling added: "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 outweighed the risks, we concluded that it was irresponsible."

Indigo Sun said it would comply with the ASA's request to withdraw the advert.

Chief executive Frank Taylor said in a statement: "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."

Under-18s are banned from using sunbeds in the UK.