ITA Says Concerns About The Sun Are Overstated

The Indoor Tanning Association (ITA) has accused the sunscreen and cosmetic industries, including dermatologists, of unnecessarily frightening people from exposing themselves to the sun, thereby contributing to vitamin D deficiency among Americans.

The ITA’s charge comes on the heels of two new studies showing that vitamin D—which is produced by the skin when it is exposed to ultraviolet light from the sun or tanning beds—protects against a number of cancers, including colon and breast cancer, in addition to decreasing the risk of heart disease.

Published in the Proceedings of the National Academy of Sciences, one study found that the less exposure populations get to sunlight, the higher the rates of internal cancer among that population. Researchers also found that the chances of surviving cancer increase in relation to the amount of sun exposure.

The second study, published in the American Heart Association’s journal, Circulation, found that individuals who do not get enough vitamin D are at greater risk for heart disease. The study’s lead author explained the low levels of vitamin D are highly prevalent in the United States, especially in areas without much sunshine—in fact, 20 percent to 30 percent of the population in many areas has moderate to severe vitamin D deficiency.

“Junk science is driving the movement to keep people out of the sun,” said Sarah Longwell, director of communications for the ITA. “We’ve been told for so long that any exposure to the sun is harmful. The fact is, what is harming us is the deceptive misinformation campaign by the sunscreen and cosmetic industries that are complicit in overstating exposure concerns.”

Longwell continued: “Whether we are talking about food, wine or sun exposure, the message is the same—when enjoyed in moderation, not only are these things not bad for us, they help us live better, healthier lives.”