Regulation of Marketing and Advertising

On its public website, the Indoor Tanning Association heralds the benefits of indoor tanning. ITA says tanning is natural—“what your body is designed to do.” Moderate exposure to the sun or UV light is “absolutely” good for you and in fact, indoor tanning is actually safer than outdoor tanning. Skin cancer—the elephant in the room—merits no concern, says ITA. There is no association or “connection between melanoma and UV exposure from tanning beds.” The tanning industry markets itself as a healthy and beneficial service. “Tanning is a lifestyle. Tanning is relaxing and makes us look good and feel good. So why not celebrate it?!” asks the 2008/2009 LOOKING FIT ® Tanning Fact Book.^[1]
 

The ITA and other pro-tanning companies cannot get away with such misrepresentative marketing and advertizing. The FDA must crack down on its regulation of the indoor tanning industry, and one important area for regulation is marketing and advertising. No one can or should assume that the American public knows indoor tanning is dangerous. Moreover, no one can or should assume that the American public will brush off assertions that tanning is relaxing and makes us feel good. Words have power. They must be strictly regulated and in the case of indoor tanning, they must be regulated to accurately represent and reflect the risks and consequences associated with indoor tanning.