Virgin Holidays will not contest a ruling by the Advertising Standards Authority against an online competition as part of its ‘Tanuary Sale’ promotion.
The ASA described the adverts as “irresponsible” while upholding two complaints against the operator because they believed they encouraged consumers to tan their skin without raising awareness of sun safety.
Virgin Holidays and advertising agency M&C Saatchi Group said they will not be contesting the ruling.
However, in a statement the company said: “We are disappointed that the ASA has not taken in to account the context of these two specific executions within the wider Tanuary campaign and the prominence of the ‘please tan responsibly’ messaging given throughout, and our long term partnership with the safer sun charity, SKCIN.”
The company welcomed an invitation from the ASA to discuss future campaign creatives.
The ruling came as Virgin Holidays announced that staff will be patrolling resorts this summer to ensure holidaymakers have adequate protection against sunburn.
The so-called ‘sun sheriffs’ will be on hand with suncream ‘guns’ in an initiative with the sun awareness charity.
Nancy Hartford, head of overseas at Virgin Holidays, said: “It’s easy to forget all the education we’ve had about safer sun once we hit the beach, so the Virgin Holidays sun sheriffs are going to be helping our customers to remain tan aware whilst they’re on holiday.
“Our partnership with SKCIN is the first of its kind for a holiday company and we’re delighted to be introducing this new service with them.”
Charlotte Fionda of SKCIN said: “We all enjoy holidays and the sun and that should continue, but let’s ensure people enjoy safer sun and take appropriate sun safe precautions.
“Virgin Holidays’ sun sheriffs are a fun and practical way to get this message across.”