Waitrose apologises after skin cancer patients criticise its Christmas advert for ‘glorifying’ tans

On Nov 19, 2022

‘What on earth were you thinking?’ Waitrose forced to apologise after skin cancer patients and charities criticise its Christmas advert for ‘glorifying’ sun tans

Section of the advert shows two farmers lifting their sleeves to compare tan lines
One melanoma patient described it as ‘highly insensitive’ for ‘glorifying’ sun tans
Charity Melanoma UK said it should ‘warn of the dangers of overexposure to sun’
Waitrose & Partners said the clip is ‘reflective of the daily work’ of their suppliers

By Rachel Muir For Mailonline and Fiona Parker For The Daily Mail

Published: 21:25, 18 November 2022 | Updated: 01:52, 19 November 2022

Waitrose has been forced to apologise for causing ‘upset’ after skin cancer patients and charities criticised its Christmas advert for ‘glorifying’ sun tans.

The supermarket chain’s Christmas advert, released this week, features clips of real farmers working throughout the year in the run-up to the festive season.

But Waitrose has faced backlash on social media over one section of the minute-long advert which shows two farmers on tractors lifting their sleeves to compare their tan lines.

Commenting on the video, one skin cancer patient said: ‘This is a kick in the teeth for all melanoma patients and for all the organisations trying to educate everyone into the dangers of sun tans.’

She added: ‘What on earth were you thinking to include this in a Christmas advert? Words fail me.’

Waitrose has faced backlash on social media over one section of the minute-long advert which shows two farmers on tractors lifting their sleeves to compare their tan lines

Waitrose said the farmers shown in the advert are real suppliers and the clip of them showing off their tans is ‘reflective of their daily work’

Skin cancer charity Melanoma UK said organisations should not use examples of tanning in their advertising unless they do it ‘responsibly’ and ‘warn of the dangers of overexposure to the sun’.

Gillian Nuttall, the charity’s founder, said: ‘Waitrose isn’t the first organisation to use tan lines or sun burn in an advertisement.

‘Just as we wouldn’t laugh at an advertisement that glorifies smoking, nor should we do the same about tanning.’

The supermarket said it was ‘sorry for the upset caused’ and said a medic was on site during the filming to give advice to its farmers to ‘stay safe’ and made sure ‘everyone wore high factor sun protection’.

Melanoma skin cancer is the fifth most common cancer in the UK, according to the NHS, with around 16,000 new cases diagnosed each year.

Exposure to ultraviolent light from the sun is thought to be the cause of most melanomas, while there is also evidence to suggest that some may result from sunbed exposure.

Skin cancer patients have criticised the advert on social media, calling it ‘highly insensitive’ by ‘glorifying’ sun tans. But Waitrose & Partners responded saying they do support sun safety

Numerous skin cancer patients have criticised the advert as ‘insensitive’, with one self-proclaimed ‘melanoma warrior’ tweeting: ‘@waitrose- please explain your decision to feature men ‘laughing’ about sunburn? For those with melanoma- sun safety is something we work tirelessly to enforce.

‘Sunburn is skin damage. Skin damage leads to skin cancer. Skin cancer can lead to death… how is that funny?’

A consultant dermatologist added: ‘I’m guessing you are going to do a follow up ad in 20 years with the same farmers comparing skin cancers on those tans?

‘There is no such thing as a healthy tan. Please don’t encourage it. Encourage sun protection.

‘Well done to all including @MelanomaUK for calling this out. Skin cancer is not funny. Showing off tans is really bad in an advert.’

Skin cancer charities and healthcare professionals have also spoken out against the advert

In response to a woman with stage four melanoma who said she did not find the advert funny, Waitrose & Partners said: ‘We absolutely support sun safety and sell suncare products across all our stores.

‘The farmers featured are real suppliers, and the images are based on real life stories reflective of their daily work – including this farmer and his sun tan.’

Waitrose & Partners has been contacted by MailOnline for comment.

Melanoma: What are the causes and what to look out for

Melanoma is a type of cancer that starts in cells in the skin called melanocytes. These cells make a pigment called melanin which gives skin its natural colour. Melanin helps to protect the body from ultraviolet light (UV radiation) from the sun.

Signs and symptoms of melanoma

The most common sign of melanoma is the appearance of a new mole or a change in an existing mole.

This can happen anywhere on the body, but the most commonly affected areas are the back in men and the legs in women.

Melanomas are uncommon in areas that are protected from sun exposure, such as the buttocks and the scalp.

In most cases, melanomas have an irregular shape and are more than 1 colour.

The mole may also be larger than normal and can sometimes be itchy or bleed.

Look out for a mole that gradually changes shape, size or colour.

What causes melanoma?

Melanoma is caused by skin cells that begin to develop abnormally.

Exposure to ultraviolet (UV) light from the sun is thought to cause most melanomas, but there’s evidence to suggest that some may result from sunbed exposure.

The type of sun exposure that causes melanoma is sudden intense exposure. For example, while on holiday, which leads to sunburn.

Certain things can increase your chance of developing melanoma, such as having:

lots of moles or freckles
pale skin that burns easily
red or blonde hair
a close family member who’s had melanoma

Who’s affected?

Melanoma skin cancer is the 5th most common cancer in the UK. Around 16,000 new cases of melanoma are diagnosed each year.

More than 1 in 4 skin cancer cases are diagnosed in people under 50, which is unusually early compared with most other types of cancer.

Over recent years, skin cancer has become much more common in the UK. This is thought to be the result of increased exposure to intense sunlight while on holiday abroad.

More than 2,300 people die every year in the UK from melanoma.

Preventing melanoma

Melanoma is not always preventable, but you can reduce your chances of developing it by avoiding getting sunburned (even going pink in the sun).

Most people get sunburned while on holiday abroad, or in the UK during the summer while doing outdoor activities such as gardening, sunbathing or playing cricket.

On these occasions you need to be very careful, particularly if you have pale skin and many moles.

You can help protect yourself from sun damage by using sunscreen and dressing sensibly in the sun.

Sunbeds and sunlamps should be avoided.

Regularly checking your skin can help lead to an early diagnosis and increase your chances of successful treatment.

Sources: NHS and Melanoma UK