In popular culture, sunbed users are often portrayed as vain, reckless, or even foolish. From reality TV to films, they are stereotyped as obsessive “tanorexics” or superficial individuals who prioritise appearance over health. This reinforces the idea that tanning is not only unnecessary but also dangerous, with those who engage in it facing inevitable consequences.

Despite the well-documented risks, including an increased likelihood of developing skin cancer, the tanning industry continues to flourish. Sunbed businesses and artificial tanning products are widely promoted, with claims that they boost confidence, improve mood, and provide a “healthy glow.” However, research has consistently shown that UV tanning is harmful, significantly increasing the risk of malignant melanoma—the deadliest form of skin cancer. In response, newer artificial tanning solutions, such as Melanotan injections and nasal sprays, have been developed as alternatives. Yet, these come with their own risks, including links to organ failure and other serious health complications.

Rather than holding the industry accountable, responsibility is often placed on consumers. Those who frequently use tanning products—particularly young women, working-class individuals, and metrosexual or gay men—are blamed for their so-called addiction to tanning, while companies continue to profit. The marketing of these products is relentless, using targeted advertising, social media influencers, and digital tracking to encourage continued use. Sunbed shops are often placed in high streets and city centres, making them easily accessible and reinforcing their presence in everyday life.

This pattern is not unique to the tanning industry. Like the tobacco, fast food, and gambling industries, artificial tanning companies create demand for their products while downplaying the associated risks. Governments and health organisations often struggle to regulate these industries effectively, reacting only after significant harm has already been done. By the time restrictions are introduced, many people—particularly teenagers and young adults—have already developed habits that can be difficult to break.

As a result, the cycle continues. Consumers are blamed and shamed for their choices, while industries responsible for driving demand remain largely unchallenged. Until stronger regulations and public health interventions are put in place, artificial tanning will likely remain a widespread yet risky trend, with individuals paying the price for an industry that thrives on insecurity and unrealistic beauty standards.

This post was originally posted on The Scotsman.

First published: 10 February 2025

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