Advertising Standards Authority Bans Indigo Sun Ads for Misleading Content

The Advertising Standards Authority (ASA) has ruled that adverts by Indigo Sun – the UK's biggest sunbed chain – were "misleading, unsubstantiated and socially irresponsible" following a formal complaint by Dr Amy Perkins, NHS dermatologist and UK Skin Cancer Charity Ambassador.

The landmark ruling comes after Dr Perkins, a Specialty Doctor in Dermatology with NHS Forth Valley and UK Skin Cancer Charity Ambassador, reported the company to the ASA in April 2025 for running national adverts claiming that sunbeds bring "major health benefits," reduce deaths from cancer and heart disease, and are not linked to melanoma.

The ASA's investigation found that Indigo Sun's claims were based on a deeply flawed University of Edinburgh study that relied on vague self-reported questionnaires, excluded younger users, had inadequate follow-up periods, and was never designed to prove that sunbeds improve health. Despite these fundamental flaws, the study had been published in a peer-reviewed journal and used to lend scientific credibility to the company's marketing claims.

Marie Tudor, CEO of SKCIN UK Skin Cancer Charity, commented: "This is a watershed moment in the fight against dangerous misinformation about sunbed use. Dr Perkins has shown extraordinary courage and determination in challenging these misleading claims that put public health at risk. As a UK Skin Cancer Charity Ambassador, she has demonstrated unwavering commitment to evidence-based public health messaging and protecting vulnerable young people from harmful advertising."

Caroline Larissey, NHBF, added: "This ruling demonstrates the power of individual action in creating meaningful regulatory change. It's a rare and significant example of how one person's complaint can lead to national protection measures. This victory will help safeguard the public from irresponsible advertising that could have serious health consequences."

Dr Amy Perkins commented: "I'm delighted that the ASA has ruled in favour of evidence-based public health messaging. These misleading adverts were not just irresponsible - they were dangerous. I've seen first-hand how harmful misinformation about sunbeds affects my patients, particularly young people who come into clinic believing these false health claims. This ruling sends a clear message that companies cannot mislead the public about serious health risks. Sunbeds significantly increase the risk of melanoma and other skin cancers - that's the scientific reality, and advertising must reflect this truth."

The ruling is particularly timely as dermatologists report increasing numbers of young patients repeating these debunked health claims in clinical settings, highlighting the real-world impact of misleading advertising on public health understanding.

The ASA ruling requires all misleading adverts to be removed from circulation across the UK immediately.