Sunbed advertisers have been told they must not present the tanning devices as “safe” or as a treatment for medical conditions, in a crackdown on the sector by a watchdog.
The Committee of Advertising Practice (CAP) has issued an enforcement notice to “send a clear message to the industry that advertisers mustn’t downplay the risks associated with sunbed use or present it as a route to better health”.
Advertisers have until 7 December to get their ads in order, after which the CAP will take “swift action” against rule breakers.
James Burnett, senior compliance executive at the CAP, said: “Sunbeds carry serious health risks, including an increased risk of skin cancer.
“Ads shouldn’t downplay those risks or present sunbed use as a way to improve health.
“This Enforcement Notice makes clear that advertisers mustn’t link sunbed use to health benefits or suggest that sunbeds are safe.
“Advertisers must review their claims and make any necessary changes now. We’ll be using our AI-based monitoring system to identify ads that continue to break the rules and will take action where needed.”
CAP, the sister organisation to the Advertising Standards Authority, » More Info >>>
