Australian swimwear brand Loleia under fire for Black Friday advertisement glamorising sunburns

Statistics also show that melanoma is one of the most common cancers in Australians aged 15 to 29.

“We’re really trying to change the culture in Australia that tanning is desirable because we know it just causes skin cancer,” Blane said.

“We really encourage brands and advertising agencies to consider how they portray these behaviors in their material, given that the audience they are targeting is young people. [it’s important] thinking about how they can encourage them to do the right thing, especially with swimwear brands.

“We just want to see some positive reinforcement of the messages we’ve been talking about for generations.”

Sara Lavis runs Perth skincare clinic Skin Collective and said advertising sunburn of any kind was dangerous.

“It’s a real concern that an advertising campaign glorifies sunburn or tanning by showing it with a pattern,” he said.

“Studies have shown that actually just a sunburn causes blisters, and getting peeled doubles your likelihood or risk of melanoma.”

Lavis said that in her role as a sun safety advertiser, she constantly had to combat messages about tanning.

“I definitely think a year ago there was an important message about making tanning trendy or cool,” she said.

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“We have even seen people go so far as to have tan lines tattooed on their bodies, which is a real concern in a country with some of the highest melanoma rates.

“I think we need to take responsibility and understand that our marketing campaigns really influence trends; it’s important that your message is about sun safety, and we can do this by creating beautiful, curated campaigns that still attract attention. [have a] SunSmart’s message.

“We’re essentially changing the health of an entire generation, and it’s really important for us to be those educators.”

Last year, another Australian brand fell foul of national advertising regulator Advertising Standards for a TikTok video of a woman lying on a sun lounger, writing a headline that read: “They say it’s time to get out of the sun but your tan is only just starting to look good.”

The official said The Fox Tan complies with Article 2.6 of the Australian Association of National Advertisers’ code of ethics for health and safety. found that the section violated.

“The panel noted that skin cancer affects a large number of Australians throughout their lives and continues to cause a large number of deaths each year,” the ruling said. The statement was included.

“The panel considered that the audience for the advert was likely to be young Australians interested in tanning and that the messages in this advert were particularly dangerous to this group of people.”

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