Harmful sunbed misinformation is circulating widely on social media, with tanning companies falsely claiming that indoor tanning offers health benefits during winter. A BBC investigation has uncovered hundreds of advertisements on TikTok, Instagram, and Facebook promoting sunbeds as a way to boost energy, treat skin conditions, or improve mental health.
One ad claimed that just “eight minutes” on a sunbed could prevent colds and flu. Another asserted that UV rays could “stimulate the thyroid gland” to aid weight loss. These claims are not only unsupported by science but also potentially dangerous. The UK government has labeled them “irresponsible,” while an NHS dermatologist described the volume of such content as “genuinely terrifying.”
This surge in misleading content follows recent action by the Advertising Standards Authority (ASA), which banned six tanning ads for making false health claims or suggesting sunbeds are safe. Yet, many salons continue to post similar messages online, often targeting young users.
Medical experts are unequivocal: sunbeds significantly increase the risk of skin cancer. According to the World Health Organization (WHO), using a sunbed before age 35 raises the risk of melanoma—the deadliest form of skin cancer—by 59%. The WHO classifies tanning beds in the same high-risk category as tobacco, asbestos, and alcohol.
Despite this, public understanding remains dangerously flawed. A 2025 YouGov survey found that one in seven 18-to-24-year-olds used a sunbed in the past year—double the national average. Even more alarming, nearly a quarter of under-25s believe sunbeds reduce skin cancer risk, a myth directly contradicted by decades of medical research.
Kass Barker, diagnosed with melanoma at age 22, recalls using sunbeds weekly during winter with friends. They told themselves it was for “a few minutes of vitamin D.” However, the NHS explicitly states that sunbeds should never be used for this purpose. Vitamin D is best obtained through diet or supplements—not UV exposure that damages skin DNA.
Cancer charities warn that these false narratives go largely unchallenged online. “So many videos repeat misinformation and encourage the use of something proven to cause cancer,” says Rosie Vare of the Teenage Cancer Trust. She urges young people to question the source of health information and verify its credibility.
The BBC’s review of social media in January identified over 200 ads making unsubstantiated claims. One viral TikTok video—liked 18,000 times—falsely stated that “doctors prescribe sunbeds” for vitamin D deficiency, seasonal depression, or skin disorders. In reality, hospital-based phototherapy for conditions like psoriasis uses precisely controlled UV light under medical supervision—nothing like commercial tanning beds.
Other posts claimed sunbeds could increase serotonin or promote weight loss. Mental health charity Mind called such assertions “irresponsible and harmful,” while the Obesity Health Alliance dismissed weight-loss claims as “outrageous.”
Dr. Amy Perkins, an NHS dermatologist, emphasized the urgency: “The amount of misinformation is genuinely terrifying. Skin cancer diagnoses are rising every year, straining our health services.”
Some ads even downplay cancer risks, portraying sunbeds as low-risk or safe. Yet Cancer Research UK states that nearly 90% of melanoma cases are preventable by avoiding sunbeds and practicing sun safety. The British Association of Dermatologists estimates sunbeds cause around 100 deaths annually in the UK and supports a full ban.
Since the 1990s, melanoma rates have surged by 250%, with young women disproportionately affected. Roughly 1,000 people under 30 receive a skin cancer diagnosis each year.
In response, the ASA is finalizing new guidance for tanning salons, expected in March 2026. “Don’t claim sunbeds are safe and that they provide health benefits. Don’t say they treat medical conditions,” warns ASA’s Jess Tye.
While sunbeds remain legal in the UK—with bans for under-18s and UV intensity limits—the government is considering stricter rules in England, including mandatory health warnings and enhanced ID checks.
Gary Lipman, chairman of the Sunbed Association, acknowledges that some claims “go too far.” He stresses, “We are selling a tan—we are not doctors.” His organization advises members against making health claims and limits customers to 60 sessions per year.
Nonetheless, the association disputes the severity of sunbed risks, citing select studies suggesting UV exposure might lower mortality from certain diseases. However, dermatologists caution that such research does not justify commercial tanning, and the ASA has ruled it cannot be used to imply health benefits.
Platforms are beginning to respond. TikTok says it removes content violating its misinformation policies. Meta, owner of Instagram and Facebook, stated it will investigate flagged videos.
Ultimately, the spread of sunbed misinformation poses a serious public health threat. As young people increasingly turn to social media for health advice, accurate, science-based messaging has never been more critical.
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