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A tanning salon chain that asserted sunbed usage reducescancerand deaths from heart disease have faced criticism from the advertising regulator, who labeled the campaign as deceptive and reckless.

Indigo Sun published an online ad stating that moderate and responsible use of sunbeds provides significant health advantages.

A company based in Stirling, referencing a university study to support its argument, stated that individuals who used sunbeds had reduced mortality rates from cancer and heart-related conditions.

The firm, managed by wealthy businessman Frank Taylor, stated that it allows individuals to “reap the health advantages without remorse when using tanning beds responsibly.”

However, the Advertising Standards Authority (ASA) recently criticized the statements, deciding that the campaign should not be shown again.

The watchdog stated the advertisement was ‘irresponsible’ and that it contained ‘misleading and unsupported assertions regarding the health advantages of using sunbeds’.

Although instructed to remove the advertisement, the video titled ‘The Health Benefits of Tanning’ was still featured prominently on Indigo Sun’s website yesterday.

It includes a voiceover that states: “New research indicates that UV light, when administered in controlled amounts, provides more advantages than just a sun-kissed appearance.” It mentioned that a study from the University of Edinburgh discovered that “greater UV exposure, whether from the sun or tanning beds, is associated with lower mortality rates from cancer and heart disease.”

The advertisement states: ‘The study also found that using sunbeds was not linked to deaths from melanoma.’

Nevertheless, the advertising regulator stated that the research was a wide-ranging examination of the relationship between ultraviolet exposure, including sunlight, and mortality in elderly individuals.

Indigo Sun, operating over 100 tanning salons throughout the UK, came under scrutiny by the ASA following a complaint from an NHS doctor who claimed the university research was misrepresented.

Dr. Amy Perkins, a dermatologist with NHS Forth Valley, recently expressed approval of the decision and described it as a “significant move in safeguarding the public.”

She stated: “Claiming that sunbeds offer health advantages creates a misleading feeling of security, as in fact, even one session can greatly raise your chances of getting skin cancer.”

Mr. Taylor, the chief executive of Indigo Sun, and his family had an estimated net worth of £64 million earlier this year.

Indigo Sun mentioned that it has decided to remove the video in the near future. Mr. Taylor stated, “Our goal was always to present the research, not to make overblown or careless claims.”

A representative from the University of Edinburgh stated: ‘The study, which was reviewed by peers, examined the relationship between sunlight exposure and health in the UK, using data from almost 400,000 individuals.’

Sunbed usage was considered as one indicator of exposure. As mentioned in the study, individuals who used sunbeds were examined because they tend to seek out sunlight more than those who do not. The second indicator of sun exposure was the participant’s geographic location.

Both methods found a connection between higher sun exposure and a decrease in deaths from heart disease and cancer, although observational studies cannot establish a cause-and-effect relationship. Additional research is required to gain a better understanding of the overall risks and advantages of UV exposure on health.

Read more

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