Indoor UV Tanning Pricing and Marketing Practices

Study Overview

A recent study has explored the pricing and marketing strategies employed by the indoor UV tanning industry, advocating for stricter regulations and taxation akin to those imposed on the tobacco industry. Despite the established connection between indoor UV tanning and melanoma skin cancer, many consumers continue to utilize these services.

Research Methodology

The study, published in The Journal of Public Health Policy, examined the pricing and promotional tactics of indoor tanning establishments across the United States. Researchers reached out to 94 tanning facilities in six states. Among these, 54 were dedicated tanning salons, while 40 were businesses that offered indoor UV tanning as a secondary service, such as fitness centers.

Findings on Pricing Strategies

The researchers found that some establishments providing tanning as an auxiliary service offered it at no charge. In certain cases, promotional monthly packages reduced the cost of tanning sessions to as little as $1.50. The researchers expressed concern that such low pricing makes tanning more accessible to young people, who may be more likely to use these services if they are affordable.

Implications for Young Consumers

The lead author of the study emphasized that many businesses offer tanning services at low costs, effectively removing financial barriers for adolescents and young adults. “Young people who want to tan do so when they can afford it and don’t when they can’t,” the author noted. The industry leverages this pricing and promotional strategy to encourage risky behaviors.

Previous Interventions and Future Recommendations

Previous initiatives, including age-restriction laws and public health campaigns, have demonstrated effectiveness in reducing indoor UV tanning among young individuals. However, the researchers propose that in addition to these measures, new interventions such as taxes, limits on free or low-cost tanning, and minimum pricing laws should be implemented, similar to regulations for tobacco and alcohol.

Reference

Nancy L. Asdigian, Yang Liu, Joni A. Mayer, Gery P. Guy Jr., L. Miriam Dickinson, Lori A. Crane. The high costs of cheap tanning: pricing and promotional practices of indoor tanning facilities in six cities in the United States. Journal of Public Health Policy Published online, June 14, 2019. https://doi.org/10.1057/s41271-019-00175-4