Association Campaign Counters Melanoma Hype

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

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. According to the American Tanning Institute press release ( www.TanningProgram.com 3/08), 60% of Americans are now 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 the vitamin in adequate amounts from the sun during the bleak winter months. Many experts are beginning to change their opinions about sun-tanning in light of the fact that there is no compelling evidence that UV exposure causes melanoma. One prominent dermatologist, Dr. 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 interests 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. Not only is moderate tanning completely safe, more and more it's becoming just what the doctor ordered."

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. In addition to an advertising blitz, the ITA has also launched two new websites, www.TrustTanning.com and www.SunlightScam.com.

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

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Tanning & Natural Health News is a publication of Tan Plus /Essentials Of Life, Barclay Square, 350 Route 108, Somersworth, NH. This publication is designed for educational purposes only and is not intended to be presented as medical advice. Product statements made have not been evaluated by the Food & Drug Administration.