Broader Sunscreen Advertising to Men, Outdoor Lovers

Newswise — A new review of advertisements in popular U.S. magazines suggests that essential sun protection messages are reaching too few men, outdoor enthusiasts and travelers.

Seventy-seven percent of the 783 sun-protection ads analyzed were found in women's magazines.

"There's a huge opportunity to reach an untapped market," said Alan Geller, a research associate professor with the Boston University School of Medicine. The analysis also shows that marketers need to better use advertising to convey the proper use of sun care products, he said.

The study, which appears in the May/June edition of the American Journal of Health Promotion, acknowledges the sun-care industry's stepped-up efforts to promote sun protection to women. Still, the analysis may be perceived as another hit to U.S. sunscreen manufacturers. Geller's analysis comes on the heels of class-action lawsuits filed in California alleging that some top sunscreen makers have misled consumers and exaggerated the ability of their products to protect against damaging ultraviolet rays.

The review of 24 magazine titles spanned 579 issues published between May and September from 1997 to 2002.

There were about four sun-care ads per issue in women's magazines, versus less than one ad per issue in parent and family magazines. In the outdoor-recreation category, sun-protection ads averaged less than one in every six issues.

Dermatologist David J. Leffell, a professor of dermatology and surgery at Yale School of Medicine, also works as a consultant for a large U.S. manufacturer of sun-care products.

"With my contacts I've argued that advertising and communications should go on in boating, tennis and golf magazines," said Leffell, who was not involved with the study. "To a degree they are doing it, but I suspect there is only so much money in an advertising budget," he added.

Leffell said sunscreen makers are helping to combat Americans' desire for tans.

"As a physician, I'm just happy if they, in some way, reach people and get them to think about using sunscreen," he said. "I would say that the job of public education is more the job of not-for-profit foundations, than it is of sunscreen manufacturers."

Geller's study calls for greater collaboration between skin cancer-prevention advocates and product makers.

Geller's team also discovered that none of the 783 ads included the recommended, complete information on safe sunscreen use.

The International Agency for Research on Cancer has issued guidelines on proper sunscreen use, which include a minimum sun-protection factor of 15, defense against both UVA and UVB rays, reapplication instructions and adequate coverage.

"We know that men know much less about sun protection than women," Geller said. And he added, "research has shown us that many, many people use sun protection products and still get burned."

Sun-care advertising is a good place to better educate a broader audience about sunscreen, Geller said. If manufacturers want to deliver on the promises of their products and satisfy their consumers, he said, it is in their best interest to ensure that customers are getting the information they need to use sun-care product with the best results.

"I think that's really a disingenuous claim," Leffell said. "That's typically information that should be on the product. You have to separate an advertisement in a magazine from instructions on use," he said.

Leffell said individuals need to take responsibility for a full sun-protection plan, which, he said, goes well beyond sunscreen. "When General Motors advertises using seat belts, nobody assumes you can drive 90 miles an hour," he said.

Geller's study advocates for more detailed messages that reach "potentially higher-risk groups such as children, men and outdoor recreation users."

Lee ET, et al. Sun Care Advertising in Popular U.S Magazines. American Journal of Health Promotion. 20(5), 2006.