Ad in USA TODAY Touts Benefits of Moderate UV Exposure

New Research on the Health Benefits of Vitamin D are Causing Many to

Rethink Fears About Sunbathing

Apr 30, 2008, 01:00 ET from Indoor Tanning Association

    WASHINGTON, April 30 /PRNewswire-USNewswire/ -- Today the Indoor
 Tanning Association (ITA) launched a pre-emptive strike against those who
 will hype fears about the sun next week on "Melanoma Monday," by running an
 ad nationally in USA TODAY.
     The text of the ad reads:
     "Dermatologists and the sunscreen industry have spent millions on a
 deceptive campaign to scare Americans away from the sun. Now the tide of
 research is turning the other direction. The positive effects of getting
 vitamin D from sunlight are clear. So soak up a little sunlight--indoors or
 out--a couple of times each week, and get your recommended dose of the
 "sunshine vitamin."
     "The first Monday in May has, unfortunately, become an annual
 opportunity for the sunscreen and cosmetics industries, along with
 dermatologists, to wrongly scare people out of the sun," said Sarah
 Longwell, Communications Director for the ITA. "We think it's time someone
 told the other side of the story. UV exposure has many health benefits, not
 the least of which is that it produces vitamin D."
     New studies show that vitamin D, which is produced by the skin when
 exposed to UV light from the sun or tanning beds, protects against a number
 of cancers, including colon and breast cancer, and also decreases the risk
 of heart disease.
     A Harvard Medical School study published in the New England Journal of
 Medicine has reported that 60% of Americans are vitamin D deficient.
     "More science is emerging every day confirming the enormous health
 benefits of vitamin D and the significant health consequences of not
 getting enough of it," continued Longwell. "Before we get carried away by
 the frightening stories being told by the sun-scare industry, let's take a
 moment and remember the old adage, 'everything in moderation.'
     To schedule an interview, contact Sarah Longwell at 202-420-7865.
     The Indoor Tanning Association represents thousands of indoor tanning
 manufacturers, distributors, facility owners and members from other support
 industries. The ITA promotes a responsible message about moderate tanning
 and sunburn prevention.

SOURCE Indoor Tanning Association