Virgin tanning competition branded ‘irresponsible’

A Virgin competition for a free holiday has been banned after two customers complained to advertising watchdogs that it encouraged people to tan irresponsibly.

The competition on Virgin Holiday’s website invited people to submit photos of their "tan lines" to win a four week holiday.

The website was headed "WIN 4 Weeks of Holiday" and featured an image of a female’s tanned stomach and arm. The text "THE #Tanuary SALE" was stated on the woman’s torso in an area that had not been tanned. Text beside the image stated "Win 4 WEEKS OF HOLIDAY". Beneath the image, it said: "Got a tan line Pic? Show us your white bits and you could win 4 weeks of holiday. Upload to Twitter or Instagram using #Tanuary to enter and you will be entered into our BIG PRIZE DRAW".

A second competition on Facebook also invited people to pick up tattoo stencils bearing the logo #Tanuary from a Virgin shop or one of its v-lounges pre-departure to place on their skin while sunbathing and submit photos of the logo on their skin for a chance to win a trip to Dubai.

The two complainants challenged whether the competitions were irresponsible, because they believed they encouraged consumers to tan their skin without raising awareness of sun safety.

In its defence, Virgin said the ads had been prepared with a sense of social responsibility to consumers. Prior to the launch of the "Tanuary Sale" competition, Virgin Holidays and a skin cancer charity communicated their partnership to promote sensible tanning.

Throughout the promotion, the header on the Virgin website included an icon that stated "Please tan responsibly". The header clicked through to a page that explained Virgin’s partnership with the skin cancer charity and provided a link to a further website dedicated to sun safety.

Entrants who had submitted entries of sunburn were told by Virgin that their entries had been rejected and were provided information about the need to tan responsibly. The  #Tanuary tattoo stencils that were available featured the "Please tan responsibly" message.

Facebook said the ad did not violate their guidelines.

However, the ASA ordered Virgin not to repeat the ads, saying: "Whilst we acknowledged ad (on virginholidays.co.k) included an icon that stated "Please tan responsibly" and clicked through to a website dedicated to sun safety, we were concerned that the information was not given sufficient prominence.

"In particular, we noted the icon was significantly smaller than the headline claims which promoted the opportunity to win a holiday. We also considered the large prizes on offer were significant incentives for entrants to acquire a tan.

"We noted ad (on Facebook) did not refer to sun safety and invited consumers " … to hit the beach, bronze up and upload your #Tanuary tan line pic for all to see" for the chance to win a holiday.

"We therefore considered the ads could encourage recipients to tan their skin without giving sufficient prominence to information about sun safety. On that basis, we concluded that the ads were irresponsible and therefore breached the Code."

Virgin’s Facebook page began promoting Sun Awareness Week yesterday, urging holidaymakers to use Factor 30 sunscreen.

A Virgin spokesman said: "We’ve continued to message ‘safer sun’ since Tanuary ended, and at the weekend announced the introduction of ‘Sun Sheriffs’ in resorts to help take the message directly to our customers.

The operator has recruited specially trained uniformed staff armed with sunscreen to patrol its resorts and alert customers at risk of burning in the sun.

"We will be continuing to roll out a programme of activities and promotions as part of our ongoing partnership with SKCIN," added the spokesman.