The CEO of the UK’s largest tanning salon chain is urging for a sector-wide reputational reset, as a recent University of Edinburgh study exposed the perils of low vitamin D exposure.

Using data from more than 360,000 participants on the UK Biobank, Scientists found that exposure to higher levels of UV radiation through sunlight or tanning salons is linked to a drop in deaths due to cancer and cardiovascular disease, including heart attacks and strokes.

Specifically, users of sunbeds were found to have a 15% lower risk of all-cause mortality, a 23% lower risk of dying from cardiovascular disease, and a 14% lower risk of cancer mortality when compared to those who did not use solariums.

These findings align with higher levels of vitamin D observed among sunbed users, further supporting the potential health benefits of moderate UV exposure. Additionally, there was no association between sunbed use and melanoma mortality.

Frank Taylor (pictured above) , 73, CEO of Indigo Sun which has more than 100 salons across the UK, believes policymakers must take note of the findings and that further studies must be conducted to explore the myriad health benefits linked to increased vitamin D levels.

He said: “While acknowledging that excessive sunbed use brings a health risk, the evidence is now abundantly clear that reasonable use brings vast health benefits.

This is an industry that has been vilified for years. Indeed, many of our customers talk about feeling guilty, or self-conscious, despite feeling much happier and healthier for using our salons.”

He added: “It’s time for a reputational reset. Vitamin D is an incredibly powerful thing and – in a nation not blessed with the best weather – we are deficient. This has hugely negative health implications.

Solarium users have an evidently higher level of vitamin D and the benefits of this ought to be further studied, so that the findings of this report can be reinforced in the public psyche.”

In conclusion to the study, which was funded by bodies including the UK Medical Research Council, Department of Health and Social Care (England), the British Heart Foundation and the Scottish Government Health and Social Care Directorates, the authors agree that “public health messaging on sunlight exposure may need reconsideration”.

Professor Chris Dibben, of the University of Edinburgh geo-sciences school, said: “Our paper adds to a growing body of evidence suggesting that in lower-light environments, relatively higher exposure to UV is good for your health. Though there may be an increased risk of skin cancer incidence with higher UV exposure, this risk appears to be outweighed by a larger reduction in the risk of death from cancer and cardiovascular-related disease.”

Published in the journal Health & Place, the study reveals that, fundamentally, higher exposure to ultraviolet (UV) light is associated with lower mortality rates. This discovery challenges long-held beliefs and opens the door to a more nuanced understanding of UV exposure, particularly in countries like the UK where natural sunlight is often limited.

Frank, who uses a sunbed weekly, added: “It’s crucial to understand that we’re not advocating for excessive UV exposure. This is about moderation and recognising the net benefits of responsible sunbed use.”

The high-profile backing of this research by leading health organisations underscores its importance. The UK Medical Research Council, the British Heart Foundation, and the Wellcome Trust’s involvement ensures that the study’s findings will be taken seriously by both the public and health policymakers.

This could lead to a significant shift in how UV exposure is approached in public health messaging, particularly in regions where sunlight is scarce.

Indigo Sun, the UK’s largest chain of tanning salons, was founded in Stirling in 1993 by Frank Taylor. Over the years, it has grown to 100 locations across the country, establishing itself as a leader in the industry.

Serial entrepreneur Frank set up the business after running a successful chain of video rental stores. Early on he spotted the threat posed by DVDs and online streaming, so exited the business and transformed his shops into tanning salons instead.

He is a passionate advocate of safe tanning and supporter of industry organisation The Sunbed Association, which seeks to battle misinformation about tanning salons and indoor tanning equipment.