Tanning ads banned over misleading safety claims
Five UK tanning companies' ads claiming safety were banned by the ASA.
On 21 January 2026 the Advertising Standards Authority (ASA) banned ads from five UK tanning operators – The Sun Company, SunShine Co, Tanbox Towcester, Tan & Deliver Home Hire Sunbeds and Byrokko – after they falsely claimed that sunbeds were safe and could deliver health benefits such as vitamin D, improved mood and treatment for conditions like seasonal affective disorder, psoriasis and eczema. The ASA warned that UV‑radiation from sunbeds is a major skin‑cancer risk, including melanoma, and that no safe way to tan exists. All five advertisers were ordered to stop the ads and to ensure future adverts do not suggest safety or medical benefits.
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