Social media is promoting harmful attitudes towards sun exposure | Letter

Dr. Amy Perkins, a consultant dermatologist based in Glasgow, warns that rising melanoma rates in the United Kingdom cannot be curbed by another awareness campaign alone; she calls for a nationwide ban on commercial sunbeds. Highlighting the role of social media, she explains that platform algorithms amplify extreme tanning content, dramatic before‑and‑after photos and misleading health claims, allowing such messages to outpace balanced medical advice. She stresses that UV radiation from sunbeds is classified as a Group 1 carcinogen by the World Health Organization, and notes that sunbed outlets are disproportionately located in deprived communities, compounding health‑equity concerns.

Perkins argues that the current approach to skin‑cancer prevention is insufficient and that a comprehensive national strategy should be integrated into the UK’s cancer plan. She points to successful bans in Australia, Brazil and Iran as evidence that outright prohibition can be effective, dismissing the notion that such measures only apply to traditionally hotter climates. The dermatologist emphasizes that climate change is altering outdoor behaviour and UV exposure patterns, making sun‑safe habits increasingly vital. She advocates for a multi‑pronged response that includes practical behaviour‑change programmes, community‑led education, and stronger support for early detection, alongside digital‑literacy initiatives that teach children to scrutinise online health claims and understand algorithmic influences.

To embed lasting cultural change, Perkins suggests that schools join the Sun Safe Schools programme run by the skin‑cancer charity Skcin, integrating sun‑safe practices from childhood. Coupled with digital‑literacy training, this approach aims to create safer environments and responsible regulation that counteract the harmful attitudes toward sun exposure proliferated online. She concludes that while awareness remains important, only robust regulatory action and sustained cultural shifts will protect future generations from preventable skin cancers.

⚡ Effects Interpreter