Tighter regulations needed on marketing of sunbed use, new research finds

Some Dublin-based tanning salons are heavily promoting tanning products, such as accelerators, to incentivise sunbed use, despite regulations restricting the promotion of sunbeds, a new study has found.

While the salons were compliant with the Sunbeds Act, the findings highlight the need for tighter regulations, according to researchers at the University of Stirling.

The new study, published by the Institute of Public Health (IPH) and the Health Service Executive (HSE) National Cancer Control Programme (NCCP), was conducted by the Institute for Social Marketing and Health at the University of Stirling.

It examined the marketing practices of two tanning salon operators in Dublin and their compliance with marketing restrictions under the Public Health (Sunbeds) Act 2014.

The Sunbeds Act ensures that, under law, no person under 18 years of age can use a sunbed in sunbed premises and that sunbeds cannot be sold or hired to under-18s. Further regulations, introduced in 2015, restricted sunbed operators from certain marketing practices or making health claims related to sunbed use.

Increased risk

The report, Examining the marketing activities and strategies used by commercial sunbed operators in Ireland, found that the two Dublin-based sunbed operators continued to employ marketing strategies that made sunbed use appealing and encouraged their use across their network of salons.

Ireland has one of the highest rates of skin cancer in the world, with more than 11,000 people diagnosed with skin cancer each year. Sunbed use is associated with an increased risk of skin cancer, with the highest risk associated with use in childhood and adolescence and with frequent use. Around 3% of the population reported currently using sunbeds.

The researchers, Dr Richard Purves and Amber Morgan based at the University of Stirling, examined the websites and Instagram social media pages of both operators over a six-month period and visited the premises of 10 salons to observe how they marketed their services.

Dr Richard Purves

The study found that tanning salon operators used social media to heavily promote tanning lotions, run seasonal promotions and post limited time offers using image-heavy content. Some promotions offered customers free lotions if they purchased pre-paid sunbed minutes, while others offered discounts on tanning lotions.

The research also found that the commercial sunbed operators made less direct health claims in their marketing of tanning lotions or tanning drinks, which are not covered under the current sunbed regulations.

Tanning products or drinks were also promoted as having skin-nourishing ingredients such as Vitamin A, B3, B5, B12, C and E, Aloe Vera Extract and Green Tea Extract.

However, both operators were found to comply with requirements to display age restriction and health warning notices.

The findings from the study will be used to inform the National Skin Cancer Prevention Plan, implemented by the HSE’s NCCP.

The researchers involved in the study said additional restrictions on sunbed marketing could further limit their use by reducing the public’s exposure to the appealing imagery and messaging currently being deployed.

Th2 research was co-funded by the Institute of Public Health (IPH) and the Health Service Executive (HSE) National Cancer Control Programme (NCCP) and undertaken by the Institute for Social Marketing and Health at the University of Stirling, a world-leading centre for research in marketing, behaviour change and public policy.  

Unproven benefits

Dr Richard Purves from the Institute for Social Marketing and Health at the University of Stirling said: “Our study of two sunbed companies in Dublin revealed that while operators comply with the letter of the law - avoiding illegal discounts on sunbed sessions and displaying required health warnings - they often incentivise sunbed use by offering free or discounted products. Instagram plays a central role, with images of bronzed models, beach scenes, and limited-time promotions designed to attract customers.

“In-store marketing and special offers on tanning products further encourage sunbed use. Notably, some messaging still hints at unproven health benefits, exposing potential gaps in current regulations.”

Dr Breeda Neville, Specialist in Public Health Medicine, HSE National Cancer Control Programme, said: “It is very concerning that, despite the Public Health (Sunbeds) Act 2014, sunbed operators continue to employ marketing strategies such as seasonal promotions, interactive content, and influencer-style messaging to make sunbed use appealing and encourage their use.”

Dr Helen McAvoy, IPH Director of Policy, said: “This research provides important insights based on detailed real-world observations on marketing materials presented to customers online, and in sunbed premises, in Ireland.”