Rising melanoma rates demand more than another awareness campaign (Editorial, 7 August). As a consultant dermatologist with a special interest in the health impacts of social media, I see how digital platforms are normalising harmful attitudes towards sun exposure, while the sunbed industry thrives.
Social media algorithms reward content that provokes strong reactions. Extreme tanning routines, dramatic before-and-after images and misleading health claims can therefore travel further than balanced medical advice. I have previously raised the alarm about irresponsible sunbed advertising, including claims that sunbeds offer a net health benefit. Such promotion is indefensible: UV radiation from sunbeds is classified as a Group 1 carcinogen by the World Health Organization’s cancer agency.
