Big Business,

Big Business,
Big Government Push The Tan Act

Cosmopolitan magazine launched a multimedia anti-tanning crusade this summer, co-sponsored by Neutrogena, and the federal government is proposing new indoor tanning regulations. Is Big Business trying to profit from the government’s anti-tanning bias?

Breaking away from its usual sex and fashion themes, Cosmopolitan magazine recently launched a safe sun practices campaign for the summer by including a “Practice Safe Sun” guide in the magazine and on its Web site. It also is promoting the program via the Sirius Satellite Radio Channel. Now we can hear how to be safe in the sun while listening to the profanity-laced vitriol spewed from radio bad boy Howard Stern.

And that’s not all. The magazine published a story on how to reverse sun damage, and host promotions sponsored by Neutrogena (gee, go figure!) at beaches nationwide. Sun-loving tanners will be treated to complimentary new skin-cooling spray suntan lotions from Neutrogena. What a great combination. Cosmo tells us to beware of the evils of sun exposure while Neutrogena plugs its latest product. They might as well just say, “Hey, they’re going to tan anyway, and there could be big bucks in it for us!”

And it doesn’t stop there. Rep. Carolyn Maloney (D-NY) and Rep. Ginny Brown-Waite (R-FL) have sponsored The Tan Act. HR 4767 would require the Food and Drug Administration to conduct consumer testing to determine the appropriateness of the current labeling requirements for indoor tanning beds. It also would require FDA to hold public hearings, solicit comments from the public and report to Congress the determinations it makes in the study. The following is a portion of the proposed legislation’s text:

(a) In General—The Secretary of Health and Human Services (referred to in this section as the Secretary), acting through the Commissioner of Food and Drugs, shall determine— (1) whether the labeling requirements for indoor tanning devices, including the positioning requirements, provide sufficient information to consumers regarding the risks that the use of such devices pose for the development of irreversible damage to the eyes and skin, including skin cancer; and (2)(A) whether adding the warning suggested by the American Academy of Dermatology to the current warning label, or any other additional warning, would communicate the risks of indoor tanning more effectively; or (B) whether there is no warning that would be capable of adequately communicating such risks.

(b) Consumer Testing—In making the determinations under subsection (a), the Secretary shall conduct appropriate consumer testing, using the best available methods for determining consumer understanding of label warnings.

(c) Public Hearings; Public Comment— The Secretary shall hold public hearings and solicit comments from the public in making the determinations under subsection (a).

(d) Report—Not later than one year after the date of the enactment of this Act, the Secretary shall submit to the Congress a report that provides the determinations under subsection (a). In addition, the Secretary shall include in the report the measures being implemented by the Secretary to significantly reduce the risks associated with indoor tanning devices.

It’s always about the money. If you don’t think it’s about money, read what Beth Fidoten, Initiative’s senior vice president of print services had to say on Mediaweek.com. “It’s a win-win situation for the magazine, for the readers and advertisers. Cause-related marketing can be a very elevating and creative thing for a magazine to do. It lends a very inspirational message to Cosmo.”

It sure does. Anytime that you can tie a cause to a profit scheme, it’s sure to equal a trip to the bank.