The Advertising Standards Authority (ASA) has banned an Indigo Sun advert that promoted tanning as a source of health benefits, ruling the claims were misleading, unsubstantiated and irresponsible
The Advertising Standards Authority (ASA) has upheld two complaints against Indigo Sun, the UK’s largest tanning salon chain, ruling that a website advert claiming health benefits from sunbed use was “misleading, unsubstantiated and socially irresponsible”.
The investigation centred on a video titled “The Health Benefits of Tanning” which appeared on Indigo Sun’s website on April 4, 2025.
The advert stated that “moderate responsible use of sunbeds brings major health benefits” and cited a University of Edinburgh study suggesting UV exposure from both sunlight and sunbeds was linked to reduced deaths from cancer and heart disease.
Dermatologist Dr Amy Perkins challenged the advert by reporting it to the ASA, arguing the study had been taken out of context.
ASA findings
After reviewing the evidence, the ASA ruled that the claims created the impression that “exposure to UV light, specifically through sunbed use, was conclusively proven to improve a consumer’s overall health”.
The regulator said it expected Indigo Sun to provide “robust scientific evidence consisting of studies and trials” to support its claims.
However, the study referenced was based on self-reported questionnaires about sunbed use, excluded younger age groups, and followed participants for a relatively short period.
The ASA concluded:
- The study was not sufficiently robust to prove the health benefits claimed.
- The advert omitted official health advice from organisations such as the NHS and Cancer Research UK, which warn against sunbed use due to increased skin cancer risk.
- The overall impression was that sunbeds offered significant health benefits with little risk, which was deemed irresponsible.
The watchdog said, “The ad must not appear again in its current form. We told Indigo Sun Retail Ltd t/a Indigo Sun to ensure they did not make misleading or irresponsible claims about the health benefits that could be obtained from the use of sunbeds.”
Indigo Sun response
Indigo Sun defended the campaign, arguing the claims were supported by scientific findings.
The company highlighted that the University of Edinburgh study used UK Biobank data from more than 360,000 participants and was published in a peer-reviewed journal.
Indigo Sun’s chief executive Frank Taylor said, “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.”
He added, “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.”
Indigo Sun confirmed it would comply with the ASA’s ruling and withdraw the advert.
Public health voices welcome the decision
Skin cancer awareness charity Skcin welcomed the decision, describing it as a “landmark ruling in the fight against misinformation surrounding sunbed use”.
Skcin’s chief executive Marie Tudor said in a statement, “The adverts have been deemed ‘misleading, unsubstantiated and socially irresponsible’ and must be removed from circulation across the UK. This is a landmark ruling in the fight against misinformation surrounding sunbed use. It comes at a time when young patients are increasingly repeating these claims in clinic, underlining how harmful misleading advertising can be.”
Skcin ambassador Dr Amy Perkins, the NHS dermatologist who submitted the complaint, said on Instagram, “These ads leaned on a flawed study, presented as proof that sunbeds improve health. Patients were repeating these claims in clinic – many of them very young, some already facing melanoma diagnoses. That’s why this ruling matters.”
She added, “Sunbeds are a Group 1 carcinogen, like asbestos or arsenic. There is no such thing as a safe tan. Australia, Brazil and Iran have already banned commercial sunbeds. Ireland is exploring it too. The UK should follow.”
Caroline Larissey, chief executive of the National Hair and Beauty Federation (NHBF), commented, "This ruling demonstrates the power of individual action in creating meaningful regulatory change. It's a rare and significant example of how one person's complaint can lead to national protection measures. This victory will help safeguard the public from irresponsible advertising that could have serious health consequences."
Wider industry context
Sunbed use in the UK is regulated: customers must be over 18, are screened for contraindications and provided with protective eyewear.
Indigo Sun stressed that its staff advise clients on session length, monitor usage and adhere to limits on UV output.
However, health authorities including the NHS, the British Association of Dermatologists and Cancer Research UK continue to advise against sunbed use, citing links to skin damage, premature ageing and increased risk of melanoma.
The ASA’s ruling underlines the tension between tanning industry marketing and public health messaging.
While Indigo Sun maintains that its adverts were based on legitimate science, the watchdog found that claims about health benefits from sunbeds did not meet the standard of evidence required.
