VERITAS TD&F: TOUCHDOWN- REPORT ON TANNING BEDS BLINDINGLY CLEAR
The actual language by the International Agency for Research on Cancer (IARC – a subset of the World Health Organization) was actually rather bland, but the impact of its report on the dangers posed by tanning beds was a shot heard ‘round the world. “Sunbeds pose such a risk of causing cancer they have now been moved to the highest level of danger classification, putting them on a par with asbestos, mustard gas and particles from atomic bombs,” was the lead on one report, and reflecting the majority of media coverage. The IARC ranks exposure to stuff based on its potential to cause cancer, and after reviewing the latest available research, the agency moved the ultraviolet radiation produced by tanning beds from “probably carcinogenic” to “carcinogenic to humans” – landing them in the same category as arsenic, plutonium and the aforementioned asbestos and mustard gas. It’s about as damning as it gets, and presented a huge issue management challenge for the electric beach industry. The Indoor Tanning Association gamely fired back with full-page newspaper ads in the U.S., noting that just as with the sun itself, it’s “overexposure” that is dangerous, and that tanning bed UV radiation is no different from red wine or salted fish in that regard. It will be a long and tough fight for them.
I am the president of Veritas Communications. At Veritas we help our client partners break through by designing and implementing strategic communications programs in each of Marketing Public Relations, Corporate and Public Affairs and Health Education. Our vision is to live and die by the strength of our people and our ideas and to be known for that. With the launch of com.motion we are making a mark on the social media landscape to provide our clients with new mediums for the delivery of their messages. It's exciting and it's fun.
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