A resurgence in sunbed use driven by social media is contributing to an increase in skin cancer cases among young people in the United Kingdom, health experts warn. According to data analysis, the incidence of melanoma—the most serious form of skin cancer—has increased by 73% over the past two decades across England, Wales, and Scotland, rising from approximately 16 cases per 100,000 people to 28.
While much of the overall rise in melanoma has been linked to a surge in sunbed use during the early 2000s—given that melanoma can take up to a decade to develop—more recent increases have been observed among younger adults. In the last ten years, melanoma cases in individuals aged 25 to 49 have grown by 7%, and it is now among the most common cancers diagnosed in people between ages 15 and 34. Cancer Research UK attributes the rise to both sun exposure and indoor tanning, where intense ultraviolet radiation damages skin cells, with younger skin especially vulnerable.
The World Health Organization classifies sunbeds as group 1 carcinogens, placing them alongside tobacco and asbestos in terms of health risk. The risk of developing melanoma rises by at least 59% for individuals under 35 who use sunbeds for the first time. Despite legal restrictions prohibiting sunbed use by those under 18 in salons or at home since 2010, a survey found that nearly half of Britons aged 18 to 34 still use them, the highest proportion across all age groups.
The scale of the sunbed industry in the UK is not precisely known, as licensing requirements for salons and operators do not exist, and membership in the industry's main trade organization, the Sunbed Association, is voluntary. Recent estimates from the University of Manchester suggest there are more than 4,200 sunbed outlets in England and over 230 in Wales as of 2024. Notably, leading companies such as The Tanning Shop and Indigo Sun have reported significant growth and profitability amid a resurgence in demand following the pandemic. These salons tend to be concentrated in economically disadvantaged areas of the north-east and north-west of England, as well as Scotland, regions that also report elevated skin cancer rates. Although data is not formally tracked, at-home sunbed sales globally are projected to reach $1.9 billion by 2033.
Experts link the renewed popularity of indoor tanning to social media platforms where influencers promote sunbed use, occasionally endorsing unproven health benefits such as increased vitamin D levels. Dermatologist Amy Perkins notes that some patients have tried sunbeds after encountering such “pro-health” claims online. Campaigners argue that the tanning industry has capitalized on a now-discredited 2024 study that suggested ultraviolet radiation exposure might confer health advantages.
Personal accounts highlight the addictive and confidence-driven appeal of sunbeds. Hannah Goulding, a content creator who developed skin cancer at 18 due to sunbed use, described the difficulty in resisting “naive” beliefs about personal immunity to risks. Another user, identified only as Lucy, began tanning at 15 and used sunbeds daily to combat self-consciousness, acknowledging the challenge of discouraging use despite known health risks.
Current restrictions, including the ban on under-18 use and safety protocols like mandatory 24-hour intervals between sessions and UV-protective eyewear, have been criticized as insufficient. A June report from the Committee on Medical Aspects of Radiation in the Environment recommended an outright ban on commercial sunbeds, citing growing youth usage fueled by social media misinformation and weak age verification measures. A public consultation on new regulations concluded recently, with legislation potentially taking effect by 2027.
The British Association of Dermatologists endorses a full ban on commercial sunbeds, while Cancer Research UK strongly discourages their use in any form. Malcolm Clark, the charity’s senior prevention policy manager, emphasized, “There’s no such thing as safe tanning from UV radiation, whether it’s from the sun or sunbeds.”