ASA rulings—21 January 2026
As part of a wider ongoing piece of work examining misleadingness and irresponsibility in advertising for tanning products, the Advertising Standards Authority (ASA) upheld multiple complaints concerning paid‑for social media and search ads placed by The Sun Company (Horsham) Ltd t/a The Sun Company, Tanbox Towcester Ltd, SFJ Group Ltd t/a SunShine Co, JD Tanning UK Ltd t/a Tan & Deliver Home Hire Sunbeds, and Byrokko. All five ads were identified by the ASA’s AI‑powered Active Ad Monitoring system, which uses artificial intelligence to proactively survey online ads in higher‑risk sectors and detect potentially non‑compliant claims before they reach consumers, rather than relying on consumer complaints alone.