Press Release: ITA Launches Campaign Attacking Melanoma Hype

Today, the Indoor Tanning Association (ITA) launched an aggressive nationwide campaign encouraging the public to rethink tanning and criticizing dermatologists and the sunscreen and cosmetics industries for scaring Americans away from the sun.

The advertising blitz begins with a full-page print ad in The New York Times and a television ad airing in major media markets throughout the country. The ITA also has launched two new Web sites, www.TrustTanning.com and www.SunlightScam.com.

The campaign highlights recent scientific evidence showing that exposure to ultraviolet light, whether from the sun or a tanning bed, stimulates the natural production of vitamin D—which protects against heart disease and many types of cancer. Unfortunately, 60 percent of Americans now are vitamin D deficient, due in part to the profit-motivated fear-mongering by dermatologists and the sunscreen and cosmetic industries.

Vitamin D deficiency is particularly common in cities north of the 37th parallel, where it is impossible to get adequate amounts of the vitamin from the sun during the bleak winter months. The ITA’s campaign will focus on those cities, with commercials airing in New York, Boston, Washington D.C., Chicago, San Francisco, Seattle and Pittsburgh.

Many experts are beginning to change their opinions regarding tanning in light of the fact that there is no compelling evidence that UV exposure causes melanoma. One prominent dermatologist, A. Bernard Ackerman—recipient of the "Master Dermatologist Award" from the American Association of Dermatology—has published the most comprehensive report on UV light’s non-relationship to melanoma, “The Sun And The ‘Epidemic’ Of Melanoma: Myth On Myth!”

“Both the sun and tanning beds have been unnecessarily demonized by special interest groups using junk science and scare tactics,” says Sarah Longwell, spokeswoman for the ITA. “While our campaign will be controversial, it’s time people learned the truth about sun exposure. In fact, moderate tanning is becoming just what the doctor ordered.”

The ITA represents thousands of indoor tanning manufacturers, distributors, facility owners and members from other support industries. The ITA promotes a responsible message of moderate tanning and sunburn prevention.

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