There is no research investigating indoor tanning advertising on social media. We assessed the use of social media to promote indoor tanning. We subscribed to social media platforms in six US cities and contentanalyzed promotional messages received. We captured 662 messages on Twitter and Facebook, through salon emails, and in daily deal coupons. Salon postings were most frequent on Twitter and Facebook, with an average of 2-3 postings per week. National chains posted more frequently than local businesses. Forty percent of messages were devoid of tanning content and included photos, jokes, or popular references. Thirty percent mentioned price reductions, and 28 % referenced an upcoming holiday. Sunless tanning (17 %) was promoted more often than ultraviolet tanning (9 %). Tanning salons actively use social media as a strategy for maintaining relationships with customers and offer pricing deals that promote loyalty and high-frequency tanning.
KeywordsIndoor tanning, Skin cancer, Social media, Advertising BACKGROUND Skin cancer incidence is rising and is increasingly affecting adolescents and young adults, creating a profound social and economic burden in the USA [1][2][3][4][5][6][7][8][9][10][11]. Ultraviolet (UV) exposure is the primary and preventable risk factor for skin cancer [12][13][14]. Indoor UV tanning appears responsible for part of the rise over the past several decades among young women [15,16]. More frequent use, use of higher intensity devices, and use over longer periods of time have all been linked to elevated melanoma risk [15,16].The annual prevalence of indoor tanning in the USA is highest among non-Hispanic white women between the ages of 18-21 (32 %) and 22-25 (30 %) [17]. Two thirds (68 %) of 18-21-year-old non-Hispanic white women who use indoor tanning report frequent use (10 or more indoor tanning sessions per year), with an average of nearly 28 indoor tanning sessions per year [17]. These and other data suggest that reducing indoor tanning use among young adults is a public health imperative [18][19][20]. Indeed, the Surgeon General released a BCall to Action^in 2014 highlighting skin