Sunbed firms must not downplay cancer risks, says watchdog

The Committee for Advertising Practice (CAP) has issued a UK-wide enforcement notice to halt misleading sunbed advertising, warning firms they must not claim the devices are safe or can treat medical conditions, the watchdog said.

The BBC earlier this year identified hundreds of social media videos claiming sunbeds could boost energy or treat skin and mental health conditions. The Sunbed Association, which represents about half of the UK’s tanning salons, said it fully supports action against false adverts but insisted firms should still be able to demonstrate responsible operation.

CAP warned that some claims could be harmful and might discourage people from seeking proper medical advice. Compliance executive James Burnett said, "Sunbeds carry serious health risks, including an increased risk of skin cancer," and added, "Ads shouldn't downplay those risks or present sunbed use as a way to improve health."

The World Health Organization reports that using a sunbed before age 35 raises the chance of melanoma by 59% later in life. A 2025 YouGov survey found roughly one in seven 18‑to‑24‑year‑olds had used a sunbed in the past year, double the overall average. Rosie Vare, health information manager at Teenage Cancer Trust, said, "We want young people to be properly informed about the risk of sunbed use and we recommend using trusted, regulated sources to find out information such as the NHS, external or cancer charities, external," and welcomed stricter enforcement.