A controversial billboard in Cottesloe has sparked a heated debate, with critics arguing that it glamorizes dangerous sun exposure. The billboard, located near the popular Cottesloe Beach, features a young woman with stark white lines on her deeply tanned skin, promoting a soothing aloe vera gel by Etto, a skincare company.
Cancer Council WA's sun smart manager, Sally Blane, expressed concern that the ad could encourage teens to engage in unsafe tanning practices, increasing their risk of skin cancer. Blane believes that such imagery, particularly targeted at young women aged 15 to 24, perpetuates a harmful trend.
"This kind of advertising does appeal to young people, and we know they're engaging in risky behaviors like deliberately seeking a tan," Blane said.
The controversy surrounding the billboard comes at a time when Cancer Council has been actively combating a tan line trend on social media, where influencers intentionally get sunburnt to showcase their bikini lines on darkened skin.
"This imagery promotes the exact behavior we're trying to prevent," Blane added.
Etto's founder and CEO, Andrea Horwood, defended the advertisement, stating that it had been running nationally for months without complaints until now. Horwood emphasized that Etto's organic aloe vera gel with Australian tea tree is a natural solution for sun-stressed or damaged skin, and that the company clearly warns about the dangers of excessive sun exposure.
"We're not endorsing the problem; we're offering a solution. Etto provides pure, Australian-made products to help people cope with our harsh climate," Horwood explained.
However, Blane and others argue that advertisers have a responsibility to promote healthier practices, especially in a state like Western Australia, which has the highest skin cancer rates in the world. With two out of three Australians diagnosed with skin cancer in their lifetime, the use of such imagery is seen as unethical and potentially damaging.
"It's disappointing to see these messages being contradicted," Blane said.
A local resident, Jean, who filed a complaint with Ad Standards, shared her concerns as a mother of young girls. She noted the increasing number of tanned youth at the beach and the apparent lack of impact from sun safety messages.
"The evidence is clear that this kind of imagery is unhelpful, and yet it's still being used," Jean said.
The debate surrounding the Cottesloe billboard highlights the delicate balance between promoting products and the potential impact on public health and safety. As the discussion continues, it raises important questions about the responsibility of advertisers and the influence of media on public perception and behavior.
