Sunbeds and Addiction: How deadly is the UK's Tanning Culture?
TikTok influencers are spreading dangerous misinformation despite mountains of medical evidence showing sunbed use can lead to skin cancer. From devastating diagnoses to life-saving lessons, can sunbeds ever provide the ironic 'healthy glow'?
Kirsty Ruddin, felt the bright, warm lights of the sunbed on her face. A daily ritual that distracted her from the worries of her long school day. She thought the browner she was, the more she'd fit in.
Fast forward three decades to 2021. Kirsty, a 46 year old solicitor from the Wirral, said, "Eventually, after she sent me for the CT, yeah, she couldn't look at me when she was giving me my results because it was Stage 4 terminal cancer." She is given just 12 months to live.
Five years after her initial surgeries to remove two melanomas, she began an intensive course of immunotherapy.
“I was living day by day because every day I couldn’t plan anything because I didn’t know what side effect was going to crop up," she says.
"The doctor said sunbeds. That was their definitive view that because I’d used sunbeds that’s why I had melanoma.”
Now, after years of immunotherapy and mental battles, Kirsty updates her Facebook timeline –one year cancer free.
"The doctor said sunbeds. That was their definitive view that because I’d used sunbeds that’s why I had melanoma"
Kirsty's journey serves as a stark warning to thousands of sunbed-loving Brits. As of November 2024, there are approximately 5,300 tanning salons in the UK, not including home tanning beds. With skin cancer rates increasing by almost a third over the last decade, researchers are projecting an all time high of 20,800 cases this year. The desire for a tan has never been more dangerous.
Melanoma Focus CEO Susanna Daniels said, "It can take about 8 to 10 years to get a Melanoma.
"If you're using sunbeds, then that could quicken up that process."
Year after year, the medical evidence against sunbeds has become stronger, and yet the amount of people using them continues to increase.
Having grown up in the 80s and 90s, Kirsty has an excuse. “I sort of can forgive myself in one respect because we didn't have this data 20 years ago when I was in my 20s and I was going on sunbeds. We didn’t know it did this.”
For the younger generation, the consequences are harder to justify. Cancer research data shows skin cancer is preventable in 9 out of 10 cases.
Charities attempting to push their warning message to every corner of the country are clashing head-to-head with sunbed salons and users glorifying the benefits on social media apps such as TikTok.
For years, Kirsty was encouraged to use sunbeds by her parents and peers.
Then, one of the first things Kirsty was asked in the cramped corner of a dermatology room was: "Have you used sunbeds?"
Thousands of skin cancer patients across the UK hear this question every year, regardless of how severe the form of skin cancer is.
To young people, the short-term benefits of being ‘browner’ far outweigh a future melanoma.
*data from Melanoma Focus Study
The medical evidence is undisputed. However, for the ordinary sunbed user, ignorance may begin with a lack of understanding.
How do sunbeds cause skin cancer?
The CEO of Melanoma Focus, Susanna Daniels, explains, “Sunbeds emit high intensity UV radiation that damages the DNA in skin cells. If you get a build-up of unrepaired DNA damage and these mutations, then that can tip you over into a malignancy or a cancer.”
A study from 2012 found that someone who has used a sunbed in their lifetime was 20% more likely to develop a melanoma than someone who has never been on a sunbed. Of those who have used a sunbed before the age of 35, the risk skyrockets - 87% are more likely to develop a melanoma.
Unfortunately, the culture across the UK bypasses this information in favour of a so-called ‘healthy glow’. To most, skin cancer is an unrealistic concept they will never be faced with.
Angela Wilkes, a 52 year old mum-of-two, from Bilston, understands this all too well. She always had a little voice in the back of her head. “Cancer?” it said, “nah, it won’t happen to me”.
Angela had two surgeries on her foot for a mole with characteristics of a melanoma in January.
Now cancer free, she reflected on her sunbed use, "You know, all those times I used to think it won't ever happen to me. But I was kidding myself.”
The Christie Hospital, a cancer centre in Greater Manchester. They treat over 60,000 patients annually.
The Christie Hospital, a cancer centre in Greater Manchester. They treat over 60,000 patients annually.
The most worrying statistic in market research done by Melanoma Focus, shows 23% of 18-25 year olds believe that sunbed use actually decreases their risk of skin cancer.
The unavoidable world of social media is flooded with harmful messages, and incites a mass of sunbed users, some even younger than 18.
The content generally contains misleading claims that sunbeds can provide vitamin D and clear acne. The omission of the risks can encourage oblivious and naïve sunbed use.
Ofcom, the regulation body for social media, state that video sharing platforms must take appropriate measures to protect all users from ‘relevant harmful material’. However, the sheer quantity of content means platforms instead prioritise removing anything likely to incite ‘violence and hatred’, in line with Ofcom’s guidance. Promotional sunbed salon videos often slip through these cracks.
So what can we do?
Most charities, including Melanoma Focus, agree that reaching a younger audience with the right messages is the key to lowering the recent increase in skin cancer rates.
Promoting influencers who are willing to raise awareness of the risks and recommend alternatives is one way forward. Another is tackling young people's idealisation of influencers who regularly use and promote sunbeds to their audience. A challenging task, but one that could potentially save lives.
Anne-Marie Wilson, a 38 year old nurse, from Liverpool, had been using sunbeds since she was 12. Like many, she grew up with a sunbed in her home.
What she thought was a spot next to her nose, was diagnosed as a basal cell carcinoma in January, a type of skin cancer. After multiple biopsies to remove the mole, she now updates her nearly 9,000 Instagram followers with her recovery journey on her account @anniewilson_01.
“It’s good days and bad days. Some days I look and I think you can’t really see it and then cover it in makeup, and other days, I feel like it’s really in your face and quite prominent.”
Nicola McFadden, 42, from Glasgow, was a loyal sunbed user for 25 years. Just over a year ago, she went to the dermatologist. “The one I noticed was on my leg and when I felt it, it was like ice going through my veins. I knew it wasn’t right.”
A doctor’s appointment revealed all the potentially cancerous moles on Nicola’s body in a process called mapping. Since that day she has had multiple melanomas removed, with more scheduled.
Nicola has the same Thursday night routine. She’ll pour herself a glass of wine and begin buffing her nails whilst her fake tan develops. Sometimes she’ll look through her phone. A notification of a reply pops up: @Nicolafaddy I saw your post, so I went and got my mole checked. I caught a melanoma early because of you.
Nicola’s best friend and biggest supporter is her 12-year-old son, Callan. The two are loyal Celtic fans, and often go to watch the football together.
“I would never let my son go on a sunbed. Never ever. I actually checked all his body out and everything. Just in case.
“I don’t know why, but I just did that.”
Nicola and Anne Marie would never use a sunbed again and encourage others to do the same.
Is there such a thing as responsible tanning?
Any salon which is a member of the sunbed association, is reportedly trained in how to administer sunbeds safely. Anyone entering their salons is recommended a maximum of 60 hours a year on a sunbed. The sunbed association also recommends that anyone with a ‘skin type 1’, the palest skin tone, should avoid sunbeds all together.
Salons which are not members do not follow these guidelines and so could administer unlimited time to any customer.
“If someone was to repeatedly burn themselves the same as if they were out in the sunlight on holiday, repeatedly overexposing their skin to sunlight, then yes, skin damage will occur,” says Mark Tillotson, from the Sunbed Association Board.
The World Health Organisation classify indoor tanning devices as a type 1 carcinogen.
“That’s in the same category as asbestos and smoking,” says Susanna Daniels. "It's irrefutable."
Unlike cigarette packets, the warning aren't clearly displayed when entering a salon or even purchasing your own sunbed. As melanoma is the third most common cancer in young people, the need for informed consent is more prevalent than ever before.
With sunbed use comes an element of addiction. Some sunbed users want to be browner and are inevitably never brown enough. Angela Wilkes says, “I look back at the photos now and I think I look disgusting. I was so brown. It looked vile.”
Although younger skin is more susceptible to sun damage, small changes can prevent skin cancer 90% of the time. So, in a society where beauty standards are changing but still exist, what are the alternatives?
Sunbeds can cause cancer.
For skin cancer expert Susanna Daniels, the verdict is clear, “Fake tan is the only way to go as a safe way of tanning.”
