An investigation by the BBC has uncovered that tanning companies are disseminating misinformation on social media, claiming that sunbeds have health benefits during the winter months.

Hundreds of advertisements have been identified on social media platforms, including TikTok, Instagram, and Facebook, which assert that sunbeds can enhance energy levels, treat skin conditions, and alleviate mental health issues.

Some claims suggest that using a sunbed for a short duration, such as eight minutes, can prevent illnesses like the common cold and flu, while others propose that UV rays can stimulate the thyroid gland to aid in weight loss.

The government has deemed these claims "irresponsible" and "potentially harmful," while an NHS dermatologist has expressed concern over the widespread dissemination of sunbed misinformation on social media, describing it as "genuinely terrifying."

This discovery comes on the heels of the Advertising Standards Authority (ASA) banning six tanning advertisements for making unsubstantiated health claims and suggesting that sunbeds are safe to use.

Medical professionals and cancer charities have consistently warned about the risks associated with sunbed use, citing the increased risk of melanoma and other skin cancers.

According to the World Health Organization (WHO), individuals who use sunbeds before the age of 35 are 59% more likely to develop melanoma later in life.

The Sunbed Association, which represents a significant portion of the UK's tanning industry, has responded by stating that the ASA and WHO are relying on outdated data, while advising its members to refrain from making medical claims in their advertising.

A recent survey conducted by YouGov in 2025 found that young people are the primary users of sunbeds in the UK, with approximately one in seven 18-to-24-year-olds reporting sunbed use in the past year, which is double the average for all age groups.

Furthermore, nearly a quarter of individuals under the age of 25 mistakenly believe that sunbeds can reduce the risk of skin cancer, according to other data.

Kass Barker, who was diagnosed with melanoma at the age of 22, suspects that her sunbed use may have contributed to her increased risk of developing the disease.

Although she cannot determine the exact cause of her cancer, Barker believes that sunbeds may have played a role in her diagnosis.

Barker and her friends would often use sunbeds, claiming they needed to get "a few minutes of vitamin D."

However, the NHS explicitly states that sunbeds should not be used for this purpose.

Cancer charities have expressed concern that misleading health information is being disseminated online without being challenged or corrected.

Rosie Vare, health information manager at the Teenage Cancer Trust, notes that numerous social media videos are perpetuating misinformation and encouraging the use of sunbeds, which have been proven to cause cancer.

Vare advises young people to critically evaluate the sources of information they encounter online and consider the credibility of the authors.

In January, the BBC conducted a search of TikTok, Instagram, and Facebook for videos related to winter tanning and examined the online presence of sunbed companies in the UK.

The investigation uncovered over 200 separate advertisements making unsubstantiated health claims, most of which were posted by individual salons or smaller chains.

One widely popular video on TikTok, which received 18,000 likes, falsely claimed that doctors prescribe sunbeds for various health issues, including vitamin D deficiency, seasonal depression, and skin disorders.

Vitamin D is naturally produced in the body through sun exposure or consumption of certain foods.

While some sunbeds may emit UVB rays, which can be converted into vitamin D, the WHO emphasizes that sunbeds are not an efficient means of producing this nutrient, and the NHS recommends alternative methods, such as a healthy diet or supplements.

The British Association of Dermatologists and other medical specialists strongly advise against using commercial sunbeds to treat skin conditions.

Certain light therapies are used in medical settings to treat conditions like eczema, psoriasis, and acne, but these therapies involve precisely controlled UV rays administered under strict medical supervision.

The BBC discovered additional Instagram videos claiming that sunbeds can aid in weight loss and increase serotonin levels to treat mood disorders and depression.

The Obesity Health Alliance has denounced the suggestion that tanning beds can trigger weight loss, while the mental health charity Mind has labeled claims that sunbeds can treat anxiety or seasonal affective disorder as "irresponsible and harmful."

Dr. Amy Perkins, an NHS dermatologist, has expressed alarm over the widespread dissemination of misinformation on social media, describing it as "genuinely terrifying" and emphasizing the significance of this issue due to the rising number of skin cancer diagnoses.

The increasing incidence of skin cancer has a substantial impact on healthcare services, with the number of diagnoses rising year-over-year.

Other online advertisements have suggested that the health risks associated with sunbeds are exaggerated or that tanning sessions are safe and low-risk.

A survey conducted by the charity Melanoma Focus found that approximately 23% of 18-25-year-olds incorrectly believe that sunbed use decreases the risk of skin cancer.

In contrast, the WHO has categorized tanning beds as high-risk cancer-causing agents, alongside smoking, asbestos, and alcohol.

According to Cancer Research UK, nearly nine out of ten melanoma cases in the UK can be prevented by adopting sun-safe practices and avoiding sunbeds.

The British Association of Dermatologists, which advocates for a complete ban on sunbeds, estimates that these devices are responsible for approximately 100 deaths per year.

Since the early 1990s, the number of melanoma cases in the UK has increased by approximately 250%.

Although the rise in melanoma cases is primarily observed in older age groups, roughly 1,000 individuals under the age of 30 are diagnosed with skin cancer each year, with higher rates among young women.

The ASA is currently developing new guidelines for tanning salons, scheduled to be released in March.

The ASA's regulatory projects manager, Jess Tye, emphasizes that the primary message to the industry is to refrain from claiming that sunbeds are safe, provide health benefits, or can be used to treat medical conditions.

Sunbeds are legal and regulated in the UK, with restrictions on the strength of UV light emitted and a ban on under-18s using the devices.

The government has announced plans to tighten regulations in England, including stricter ID checks and mandatory health warnings in salons, which are already in place in other parts of the UK.

According to the Sunbed Association, its members are trained to screen out high-risk customers with very fair skin, and under their guidelines, no individual should be allowed to purchase more than 60 sessions per year.

According to Chairman Gary Lipman, the organization advises its members to refrain from making claims about health benefits.

Lipman emphasizes that the primary focus of tanning salons is to provide a tanning service, rather than offer medical advice, and some claims made by the industry may be exaggerated.

The association contests the notion that sunbeds pose significant health risks, arguing that stricter regulations have improved customer safety and that health organizations and the ASA have overstated the dangers.

The association references research, including a 2024 study by the University of Edinburgh, which suggests that exposure to UV rays, whether from sunbeds or natural sunlight, may be associated with a reduced risk of mortality from heart disease or cancer.

However, medical experts, including dermatologists and cancer specialists, have disputed the industry's interpretation of this research, and the ASA has ruled that it should not be used to imply that sunbeds have health benefits, a decision made in the previous year.