UK ad watchdog cracks down on misleading sunbed claims
Tanning firms must stop claiming beds are safe or can treat medical conditions, the regulator says. Advertisers have until 7 December 2026 to comply.
Key points
- The UK advertising watchdog CAP has issued a UK-wide enforcement notice to sunbed advertisers.
- Firms must not claim sunbeds are safe, treat medical conditions or serve as a source of vitamin D.
- Using a sunbed before age 35 raises melanoma risk by 59%, according to the WHO.
- Advertisers have until 7 December 2026 to make their marketing compliant.
The UK advertising watchdog, the Committee for Advertising Practice (CAP), has launched a crackdown on sunbed adverts that play down health risks. According to the BBC, the CAP is issuing a UK-wide enforcement notice to tanning businesses. The regulator wants firms to stop presenting sunbeds as safe or as a treatment for medical problems.
The CAP warned that certain claims from firms might cause harm. It said such messages could persuade customers to skip proper medical care or advice. Its compliance executive, James Burnett, said sunbeds carry serious health risks, including a higher chance of skin cancer.
What the new notice covers
The notice warns businesses not to make medical claims about sunbeds. It also bars suggestions that the beds can be used as a source of vitamin D. The CAP named several misleading claims it had found in adverts, including that tanning beds can ease eczema, improve brain function, reduce inflammation and boost circulation.
The BBC had earlier identified hundreds of social media videos making similar claims. Earlier in the year, the Advertising Standards Authority (ASA), the body that applies the CAP code, prohibited five adverts claiming sunbeds could assist with osteoporosis and depression.
Health risks and young users
Cancer charities and doctors warn that sunbeds are associated with greater incidence of melanoma and other forms of skin cancer. The WHO reports that starting to use a sunbed before 35 raises the chance of developing melanoma later in life by 59%.
Young people are the heaviest sunbed users in the UK. A 2025 YouGov survey found that about one in seven 18-to-24-year-olds had used one in the past year. That figure is double the average across all age groups. Rosie Vare, who manages health information at Teenage Cancer Trust, noted that skin cancer ranks among the commonest illnesses in young adults. She backed tougher enforcement of the advertising rules.
Industry response and rules
The Sunbed Association, a trade body covering roughly half of tanning salons across the UK, backed action against misleading ads. It argued that businesses should still be able to show they operate responsibly. Its chairman, Gary Lipman, stated that members would never be urged to promote products with medical claims. He added that he had worked with the CAP so the code would not stop firms explaining how they follow the rules.
Sunbed use is legal across the UK. Beds are limited in the strength of UV light they can emit, and under-18s are banned from using them. According to the Sunbed Association, members train staff to screen out high-risk customers, such as those with very fair skin. Its guidelines set a ceiling of 60 sessions a year for each person.
Deadline and enforcement
Advertisers have until 7 December 2026 to make sure their marketing claims comply. The CAP plans to rely on automated AI monitoring to spot advertisers still breaking the rules. It said it would act further if necessary.
Frequently asked questions
Why is the UK watchdog targeting sunbed adverts?
The CAP says some sunbed claims are potentially harmful and could stop customers seeking proper medical advice. It has said the beds carry serious health risks, including a higher risk of skin cancer.
When must sunbed companies comply with the new rules?
Advertisers have until 7 December 2026 to make sure their marketing claims are compliant. The CAP says it will use AI-based monitoring to find ads that keep breaking the rules.
Are sunbeds legal in the UK?
Sunbed use is legal and regulated across the UK. There are limits on UV light strength, and people under 18 are banned from using the devices.
Sources
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