Understanding Misinformation in the Pro-tanning Communication Environment: A Content Analysis

ABSTRACT

Background: To respond to the Surgeon General’s call to develop, disseminate, and evaluate messages to reduce indoor tanning (IT) in the 2014 Call to Action to Prevent Skin Cancer, an understanding of the IT communication environment is necessary. Purpose: The purpose of this study was to identify the most prevalent false or misleading IT claims. Methods: Pro-tanning websites (N = 78) were identified in a Google search. Using systematic quantitative content analysis, website characteristics were coded, as well as claims regarding health, safety, appearance/social, and mood/relaxation benefits of IT. All text appearing on the websites was reviewed and coded. Results: Two prominent types of claims emerged: health (86%) and IT safety (90%) benefits of IT. Within health, the most common claims were: (1) prevent health conditions (73%) and (2) a base tan provides protection from the sun (41%). Within safety, the most common claims were: (1) safe because it is controlled (81%) and (2) government regulation ensures safety (56%). Discussion: An abundance of misleading claims were identified, prompting concern from a public health perspective, because tanners may use these claims to justify their tanning behavior. Translation to Health Education Practice: By understanding the prevalence of these claims, prevention efforts may be more effective in creating a disruptive association between IT and many advertised “benefits” of engaging in this dangerous behavior.