Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Sunbeds, tanning beds or tanning booths are devices designed to darken the skin via UV lamps in order to mimic a natural tan.
As with all sectors, marketers of sunbeds must hold evidence for all objective claims, and ensure their messaging is socially responsible and targeted appropriately. See also our guidance on Cosmetic Interventions: Social Responsibility.
Claims of safety
Marketers of sunbeds should not claim or imply that the use of such products is “safe” or without risk. CAP is aware the NHS warns that the UV rays given out by sunbeds increases the risk of developing skin cancer, and Cancer Research states using a sunbed is not safe, and that there is no such thing as a safe tanning from UV radiation, irrespective of the source. With this in mind, stating sunbeds are “safe”, or that they will not cause health issues (or similar), is very likely to be seen as socially irresponsible by the ASA.
In 2026, the ASA investigated a claim “Tan & Deliver bring salon grade sunbeds straight to your door. No more time wasting salon trips just safe, regulated tanning in the comfort and privacy of your own home”. The ASA concluded that, given the potentially serious health consequences for people who used sunbeds, as well as being misleading, the claim that the use of sunbeds was “safe” was irresponsible (JD Tanning UK Ltd, 21 January 2026).
Similarly, the ASA has investigated ads which stated “Safe, Responsible Tanning” and “Your safety is our top priority, so you can enjoy your tan without worry” (The Sun Company (Horsham) Ltd t/a The Sun Company, 21 January 2026) and “Your Go-To Destination For A Safe And Enjoyable Tanning Experience” (SFJ Group Ltd t/a SunShine Co, 21 January 2026) and concluded such claims breached the Code.
Claims of health benefits
Any marketers claiming that sunbeds provide health benefits should hold robust clinical evidence with trials performed on human subjects.
In the past, the ASA has investigated and upheld claims that sunbeds can treat or help with the following conditions: eczema (JD Tanning UK Ltd, 21 January 2026, Plymglow Ltd, 9 October 2024 and Persons Unknown, 13 December 2023), improving brain function, production of serotonin and melatonin (Jetsun Sunbeds, 7 April 2021), increasing vitamin D, fighting inflammation, rebuilding collagen and helping with blood circulation (Golden Tanning Salon, 13 December 2023), a lift in mood and energy (Tanbox Towcester Ltd, 21 January 2026) and PMS (Plymglow Ltd, 9 October 2024).
All claims that sunbeds or tanning can help with any health condition should be substantiated with evidence. Our guidance on the Guidance on the level of substantiation expected in health, beauty and slimming claims provides more information on the types of clinical trials expected.
Marketers are also reminded that some conditions are caught by rule 12.2, which states:
Marketers must not discourage essential treatment for conditions for which medical supervision should be sought. For example, they must not offer specific advice on, diagnosis of or treatment for such conditions unless that advice, diagnosis or treatment is conducted under the supervision of a suitably qualified health professional. Accurate and responsible general information about such conditions may, however, be offered (see rule 12.11) …
Any reference to treatment for a health condition for which medical supervision should be sought is very likely to be problematic. Claims in sunbed ads which are likely to be caught under this rule include psoriasis (JD Tanning UK Ltd, 21 January 2026, Plymglow Ltd, 9 October 2024 and Persons Unknown, 13 December 2023), Seasonal Affective Disorder (SAD) (Tanbox Towcester Ltd, 21 January 2026) depression and osteoporosis (Plymglow Ltd, 9 October 2024) and Alzheimer’s (Jetsun Sunbeds, 7 April 2021).
More health conditions caught by rule 12.2 can be seen in our Guidance on referencing medical conditions in ads for health, beauty and slimming products and services.
In 2025, the ASA investigated numerous claims for a tanning salon, including “…scientists found that higher UV exposure whether from sunlight or tanning beds is linked to reduced deaths from cancer and heart disease. In fact, sunbed users showed a 15% lower risk of all-cause mortality, a 23% lower risk of dying from heart disease and a 14% lower risk of cancer mortality compared to those who never used tanning salons”. Though the advertisers provided a body of evidence to substantiate their claims, the ASA found the evidence insufficient for various reasons, including potentially flawed methodology and an unrepresentative sample (Indigo Sun Retail Ltd, 17 September 2025).
Targeting
Marketers are reminded that, in 2021, new rules were added (CAP Code rule 12.25 and BCAP Code rule 32.2.9) prohibiting the marketing of cosmetic interventions to under 18’s. See our Guidance Note on Cosmetic Interventions for more information about this, as well as our Targeting and Children: Targeting guidance, and Advertising Guidance - Age-restricted ads online.
Historically, the ASA has upheld complaints about inappropriately targeted sunbed ads, including posts on TikTok (Persons Unknown and Golden Tanning Salon Ltd, 13 December 2023).
See also Beauty and Cosmetics: General, Cosmetic Interventions: Social Responsibility, Cosmetic Surgery and Lasers: General.