The indoor tanning industry poses a long-term public health risk. Despite the adverse health effects, indoor tanning seems to be gaining considerable popularity. The study examined indoor tanning intentions and behaviour within UK young adults using an extended theory of planned behaviour model, which included variables on “appearance reasons to tan,” “perceived susceptibility to damaging appearance,” “perceived susceptibility to health consequences,” and “tanning knowledge.” The model was successful in predicting indoor tanning intentions and behaviour (explained 17% and 71%, resp.). An interesting outcome was the magnitude of the variable “appearance reasons to tan.” A current tanned appearance therefore seemed to outweigh any adverse future appearance or health consequences caused by indoor tanning. Appearance-focused interventions to reduce such behaviour may now prove to be efficacious within a UK sample. 1. Introduction The two main types of skin cancer linked to ultraviolet (UV) radiation are nonmelanoma and malignant melanoma [1]. The incidence and prevalence of both these skin cancers are increasing globally each year, with 2-3 million and 132,000 cases reported yearly, respectively [2]. UV radiation is emitted from both the sun and artificial tanning devices, the latter of which has been referred to as sunlamps, sunbeds, and tanning salons, henceforth referred to as indoor tanning—IT [3, 4]. Such exposure is also associated with premature aging, cataracts, and immune suppression [3, 4]. In climates such as Australia and the United States of America (USA), reports have shown skin cancer accounts for more than 80% and 50%, respectively, of all new cancers diagnosed each year [5, 6]. Surprisingly, within the United Kingdom (UK), where UV exposure in terms of both UV levels and hours of sunshine is significantly less, latest figures show skin cancer still accounts for more than 30% of new cancer diagnosed each year [1]. Such alarming figures are partly attributable to the growth and popularity of the IT industry [7]. Despite the adverse health effects, IT appears to be gaining considerable popularity and for many “having a tan” is considered highly desirable by many young females, for reasons such as enhancing appearance [8–12]. Furthermore, specifically within the UK, where the weather is considerably mixed, using IT to achieve the desired tanned look is both a more affordable and widely available alternative to young people than travelling to warmer climates. Primary prevention interventions have predominantly focused on the health consequences
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