A CDC report out this month found that nearly one in three white women aged 18 to 25 had used a tanning booth in the previous year. White women aged 18 to 21 went the most often, averaging 27.6 sessions per year—that’s over two sessions per month—while nearly 70 percent said they had gone at least 10 times in the last year.
Meanwhile, rates of melanoma, the most deadly form of skin cancer, have been increasing more quickly among young white women than their white male counterparts, which, in the words of the report, “might be attributable, in part, to their increased rates of indoor tanning.”
Skin cancer is now the most common form of cancer among young women. And frequent indoor tanners are up to three times more likely to develop melanoma than those who never go, according to a 2010 study.
Why are so many young white women willing to risk cancer to be tan?
One reason might be that they are more concerned about their current looks than the nebulous threat of cancer. A study suggests that they tend to be more put off by UV-induced wrinkles than melanoma. A government investigative report released in February puts out another theory: Because the $5-billion-a-year tanning industry downplays the health risks, extols the supposed benefits of tanning (like clearing acne and helping with depression), and targets women with age-specific advertising. Think prom specials and “unlimited tanning” student deals.
The industry also plays the victim. A popular industry website offers this gem of rationality: "Saying sunlight is harmful and therefore we should avoid it is as misleading as saying that water causes drowning, and therefore we should avoid it.”
It doesn’t help that tanning booths have been categorized with the least regulated medical devices—the FDA puts them with tongue depressors and Band-Aids, according to the report. Until this changes, tanning salons can assert that tanning beds would be more heavily regulated if they really were so dangerous.