A watchdog has launched a crackdown on misleading sunbed adverts, warning tanning firms they must not claim their beds are safe or can treat medical conditions.
The Committee for Advertising Practice (CAP) said it was issuing a UK-wide enforcement notice to "send a clear message to the industry that advertisers must not downplay the risks associated with sunbed use".
Earlier this year, the BBC identified hundreds of social media videos claiming the beds could boost energy and treat skin conditions or mental health problems.
The Sunbed Association, which represents around half of the UK's tanning salons, said it fully supported action against misleading adverts, but said businesses must still be allowed to demonstrate they operate responsibly.
The CAP, which draws up the UK's advertising rules, said some of the claims being made by companies were potentially harmful and could discourage customers from seeking appropriate medical treatment or advice.
"Sunbeds carry serious health risks, including an increased risk of skin cancer," said the CAP's compliance executive James Burnett.
"Ads shouldn't downplay those risks or present sunbed use as a way to improve health."
Cancer charities and doctors are clear about the risks of using sunbeds - and say the machines are linked to higher rates of melanoma and other skin cancers.
