There’s still time for more effective messaging to dissuade people from thinking tans are desirable. Maybe advertisements featuring copper-colored models should also include revolting pictures of ravaged skin, the way cigarette packs in Canada show people dying of lung cancer. But adjusting attitudes won’t be easy. The lure of tanning is intense and our relationship with it is complicated. No matter what the doctor tells us, the sun will rise tomorrow.
BY THE NUMBERS
People who use a tanning bed before age 35 increase their risk of melanoma by 75 PERCENT, according to the Centers for Disease Control and Prevention.
And yet 21 PERCENT of US high school girls report indoor tanning.