The Sun Company, based in Horsham, was one of several businesses censured by the Advertising Standards Authority (ASA) for promoting sunbeds as safe to use.
In a paid Instagram advert seen on June 23, 2025, The Sun Company claimed to offer “safe, responsible tanning”.
The advert assured customers: “Your safety is our top priority, so you can enjoy your tan without worry.”
The ASA ruled that these statements could mislead consumers into believing that obtaining a tan at The Sun Company was safe and did not carry any health risks.
Cancer Research UK and the NHS both warn that there is no safe way to use sunbeds, as UV exposure increases the risk of skin cancer.
“Because the ad implied that it was possible to safely obtain a tan, but we understood that was not the case, we concluded that it was misleading and irresponsible”, the ASA wrote.
A spokesperson for The Sun Company said: “We acknowledge the ASA’s ruling in relation to an early social media post made shortly we opened.
“The specific content referenced in the ruling has been removed, and we have reviewed our advertising practices to ensure full compliance going forward.
“Customer transparency and regulatory compliance are important to us.”
The company also explained that it follows a professional code of practice, and said staff are trained in safe UV exposure, skin type assessment and recommended exposure times.
The ASA found the advert to be in breach of rules on social responsibility and misleading advertising.
The ad must not appear again in the form investigated.
The ASA instructed The Sun Company to ensure that their ads were socially responsible and did not mislead consumers by suggesting that tanning can be obtained safely.
The Horsham studio was one of five advertisers cited by the ASA in a wider investigation into tanning industry claims.
Tanning studios SunShine Co and Tanbox Towcester also had adverts banned, as did Tan & Deliver Home Hire Sunbeds, and Byrokko, a retailer of tan accelerators.
All five have been told the investigated ads must not appear again, and that future advertising must not suggest sunbeds are safe, provide health benefits, or be used to treat medical conditions.
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