In brief
- In 2025, a cross-party group of MPs launched an Inquiry into UV safety and protection as melanoma skin cancer rates continue to rise across the UK.
- The ASA has simultaneously been cracking down on misleading and irresponsible UV-related advertising claims.
- The Inquiry will culminate in recommendations for Government action, expected in a report this Spring.
- The outcomes will be of particular interest to those operating tanning salons, skincare businesses, or retail operations selling sunscreen or SPF products, and those marketing any services or products connected to UV exposure.
What the Inquiry is looking at and why it matters
The All-Party Parliamentary Group (APPG) for Beauty and Wellbeing has launched the Inquiry into UV safety and protection, bringing together parliamentarians, healthcare professionals, industry leaders and influencers to address increasing rates of UV-related skin cancers and calls for stronger public protection measures.
Worryingly, there are currently 16,000 new cases of melanoma skin cancer each year in the UK, with 2,300 people dying from the disease annually. Further, one consumer survey revealed that only 35% of those surveyed knew what the term "SPF" means, and 65% said they stayed in the sun for prolonged periods in order to get a tan.
The Inquiry aims to produce recommendations to protect the public against harmful UVA and UVB exposure and the increased risk of skin cancer. Within scope are UV exposure and protection, education standards on UV safety, information shared via social media, the affordability of UV protection products and whether cost impacts usage, and how products and services involving UV exposure are marketed.
Recent ASA decisions
The Advertising Standards Authority (ASA) has recently taken enforcement action against misleading advertisements for sunbeds, holidays and SPF products. For example, in September 2025, it upheld a complaint against Indigo Sun for a website video claiming that "moderate responsible use of sunbeds brings major health benefits" (which we previously wrote about here). The ASA found the claims misleading, unsubstantiated and irresponsible for omitting public health advice about sunbed risks, in breach of multiple Committee of Advertising Practice (CAP) Code rules.
Regulatory scrutiny extends beyond explicit health claims. In 2014, Virgin Holidays ran a 'Tanuary' campaign encouraging people to use a temporary tattoo only visible once skin was bronzed, effectively promoting tanning. The ASA ruled the campaign irresponsible. This is a reminder that even aspirational or lifestyle messaging promoting UV tanning without sun safety guidance is vulnerable to challenge.
Brands selling products not related to suncare or UV exposure are also potentially exposed. An ad for Boots' No7 Future Renew serum featured two women reminiscing about not always using sunscreen, followed by the claims "Clinically proven to reverse visible signs of sun damage" and "Don't regret just reverse". The ASA held this to be irresponsible, finding that on-screen text stating "Recommended with daily SPF usage", which appeared only briefly, was insufficient to counteract the overall impression of the ad.
Industry response
The beauty industry has not waited for the Inquiry's recommendations and is taking proactive action. Coinciding with the Inquiry's launch, the British Beauty Council announced the UV Safety Initiative, a nationwide campaign uniting major retailers and beauty brands to promote sun safety and increase access to SPF products.
Backed by the likes of Lookfantastic, Boots, Hello Sunday, No7 Beauty Company and L'Oréal Group, the initiative marks the first cross-industry collaboration focused on amplifying UV safety messaging.
The organisation is inviting more beauty brands and businesses to join the initiative, with the goal of expanding the coalition and maximising its impact.
What could come next: regulatory and policy implications
The APPG is expected to provide recommendations to the Government this Spring. While the full recommendations have yet to be published, the Inquiry's terms of reference and launch discussions give strong signals as to the direction of travel.
The option of removing VAT from sunscreens was raised at the Inquiry's first meeting. If that recommendation reaches the Chancellor, it could substantially alter the retail landscape for SPF products — making them more accessible and potentially increasing demand for businesses that stock them.
The Inquiry is also likely to address how tanning services are marketed. Businesses operating sunbed facilities, offering spray tanning, or advertising sun-focused beauty treatments may face new guidance or regulation on promotional material.
Businesses that have already embedded UV safety into their culture, staff training, product ranges and marketing will be best placed to meet any new standards — and to benefit from the consumer behaviour shifts that public awareness campaigns are likely to drive.
Recommendations for beauty and wellness businesses
Here is what businesses in the sector should consider:
- Audit your UV safety messaging: review all customer-facing communications — social media, in-salon signage, websites, treatment menus — to ensure they do not inadvertently promote UV exposure without appropriate safety guidance and are compliant with the CAP Code. Given the Inquiry's focus on how UV-related products and services are marketed, businesses should act proactively.
- Champion SPF year-round, not just in summer: the Inquiry recognises that UV safety is a year-round issue. Businesses should reflect this in their retail ranges, treatment recommendations and staff training.
- Improve staff education on UV safety fundamentals: invest in training on UV science, skin cancer awareness and SPF product knowledge so staff can serve as credible, informed advisers to clients.
- Expand and promote your SPF product offering: with affordability identified as a barrier to sunscreen use, stock accessible price points alongside premium options and actively guide clients towards appropriate products.
- Consider joining industry UV safety initiatives: participating in such industry bodies helps align your business with best practice and gives you a voice in shaping the industry response to the Inquiry's awaited recommendations.
How Mishcon de Reya can help
Our Advertising and Marketing and Health & Safety teams advise beauty and wellness businesses on advertising law and regulatory compliance. We work with clients to develop proactive compliance strategies, respond to regulatory investigations and enforcement actions, and prepare submissions to regulatory consultations and parliamentary inquiries. If you have any questions, please get in touch.