I just watched the “Inside Edition” piece on indoor tanning, which featured
Dan Humiston (representing the Indoor Tanning Association) and Dr. James Spencer
(for the American Academy of Dermatology), and was once again completely dismayed
by the one-sided manner in which it was presented.
This could have been avoided, had the tanning industry representative body
been better prepared by laying out ground rules to the reporter prior to interviewing.
TV news “magazines”, such as “Inside Edition”, “20/20” and “60 Minutes”, are
exceedingly adept at “gotcha” journalism, and deliver their salacious goods
time and again to the delight of the companies who purchase ad time during
their broadcasts. Put images of bikini-clad “teens” together with the admonishing
visage of a white-frocked dermatologist (tweaking about with his very sophisticated
looking lab equipment), and you have just the right amount of titillation/outrage
needed to draw eyes to the TV screen.
Despite the lofty egos inhabiting the upper level of the industry food chain,
indoor tanning remains a naive whipping boy of the media during slow news
periods. This particular piece, according to those with whom I spoke at the
show’s producer, Kingworld, was in fact not a creation of the AAD (as many
would have the public believe), rather the brainchild of a group of anti-tanning
State Legislators from across the country, emboldened by their recent victory
in California. In effect, it was an unexpected boondoggle for the AAD’s Dr.
Jim Spencer, whose anti-tanning campaign budget had been cut.
It is my impression that the time has long since come and gone for reactionary
representation. The indoor tanning industry has, like Tampa Bay during hurricane
season, once again dodged a bullet, as the airing time (4:30 PM in most markets)
didn’t have much impact on the working class demographics that populate salon
clientele. But, as in all things, this lucky streak is bound to run its course.
As such, unless a proactive, unapologetic, charismatic and efficient caretaker
personality is soon brought to bear, the media barrage will only intensify,
resulting in the ultimate demise of indoor tanning through gradual attrition.
My suggestion would be to hire a competent, former Food and Drug Administration
officer who has entered private practice, is currently working as a consultant
or lobbyist, and has the PR savvy to beat the media vampires at their own
game. To continue to do nothing, particularly after this wake-up call, would
invite disaster.
