Sun care advertising in popular U.S. magazines.
OBJECTIVE
We assessed the placement of magazine advertising for sun care products to lay the groundwork for broader promotion to more diverse and high-risk demographic groups.


METHODS
We reviewed 579 issues of 24 magazines published between the months of May and September from 1997 to 2002. We conducted a cover-to-cover review of top-selling magazines for men, women, teens, parents, travelers, and outdoor recreation users. We determined if there were any advertisements for the following sun care products: sun tanning lotions containing sun protection factor (SPF), sunless tanners without SPF, sunscreen with SPF, moisturizers with SPF, or cosmetics with SPF (which include sunless tanners containing SPF.


RESULTS
Sun care products, including sunscreens, were advertised primarily in women's magazines (77%). Nearly two thirds of all sun care products advertised were either for cosmetics (38%) or moisturizers (26%) containing SPF, followed by ads for sunscreen sold as a stand-alone product (19%). None of the ads contained all of the recommendations for safe use of sunscreen: a minimum SPF of 15, both UVA and UVB protection, reapplication instructions, and an adequate application coverage of 2 milligrams per square centimeter.


CONCLUSIONS
Magazine advertising to men, travelers, outdoor recreation users, and parents/families (totaling a circulation of 41 million readers) during this six-year period were far fewer than those for women, despite high rates of excessive sun exposure in these groups.
Lee
Eric T
ET
Boston University School of Medicine, Boston, MA 02118, USA.
O'Riordan
David
D
Swetter
Susan M
SM
Demierre
Marie-France
MF
Brooks
Katie
K
Geller
Alan C
AC
D000329:Advertising / Q000706:statistics & numerical data*; D015706:Bibliometrics; D003358:Cosmetics; D004345:Drug Industry; D004348:Drug Labeling; D005260:Female; D006801:Humans; D008297:Male; D010506:Periodicals as Topic / Q000706:statistics & numerical data*; D012737:Sex Factors; D017592:Skin Care / Q000379:methods / Q000706:statistics & numerical data*; D013471:Sunburn / Q000517:prevention & control*; D013473:Sunscreening Agents / Q000032:analysis / Q000145:classification*; D014466:Ultraviolet Rays; D014481:United States
D003358:Cosmetics; D013473:Sunscreening Agents