UK Must Ban Commercial Sunbeds as Social Media Fuels Dangerous Tanning Trends, Says Dermatologist Dr Amy Perkins

Dr Amy Perkins, a consultant dermatologist and specialist in digital health impacts, is calling for an immediate ban on commercial sunbeds in the UK amid rising melanoma rates. Her urgent warning comes as she highlights how social media platforms amplify harmful tanning behaviors through algorithm-driven content that favors extreme visuals—dramatic before-and-after photos, intense tanning regimens, and misleading claims about sunbed benefits. These posts, often promoted by influencers and unregulated brands, exploit emotional triggers to gain virality, overshadowing vital medical guidance from health professionals like Perkins herself. The World Health Organization’s International Agency for Research on Cancer (IARC) classifies UV radiation from sunbeds as a Group 1 carcinogen—meaning it’s definitively linked to cancer. Despite this, the sunbed industry continues to operate with minimal oversight, capitalizing on digital trends that normalize risky exposure. Dr Perkins argues that awareness campaigns alone are insufficient; systemic change is needed to counteract the profit-driven narratives shaping public behavior online. With melanoma cases climbing across the UK, the intersection of digital influence and public health demands stronger regulation. The evidence points to a clear need: curbing access to commercial tanning devices while holding platforms accountable for promoting dangerous content. The future of skin cancer prevention may hinge on bold policy moves that prioritize health over viral appeal.