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Deficiency of sun protection advertising exists in consumer magazines across demographic groups and varies by target demographic

2018; Elsevier BV; Volume: 80; Issue: 4 Linguagem: Inglês

10.1016/j.jaad.2018.10.004

1097-6787

Lauren E. Wiznia, Jenny Wang, Alexa B. Steuer, Nada Elbuluk,

Allergic Rhinitis and Sensitization

To the Editor: Millions of Americans subscribe to a variety of consumer magazines annually. Advertisements for dermatology-related products in consumer magazines provide readers with a source of health literacy.1Basch C.H. Ethan D. Hillyer G.C. Berdnik A. Skin cancer prevention coverage in popular US women's health and fitness magazines: an analysis of advertisements and articles.Glob J Health Sci. 2014; 6: 42-48PubMed Google Scholar This is particularly important for dermatologic conditions, such as skin cancer, which has a prevalence greater than all other cancers combined over the past 30 years, and which can carry associated morbidity and mortality.2Green A.C. Williams G.M. Logan V. Strutton G.M. Reduced melanoma after regular sunscreen use: randomized trial follow-up.J Clin Oncol. 2010; 29: 257-263Crossref PubMed Scopus (542) Google Scholar This study evaluated dermatology-related advertisements in the most popular monthly consumer magazines in the United States among 4 major demographic groups: teens (ages 18-24), adult (>24) women, adult men, and the adult skin of color population. Magazines were sorted by circulation data as reported by the Alliance for Audited Media.3Alliance for Audited Media website. Media intelligence center.http://auditedmedia.com/data/media-intelligence-centerDate: 2015Date accessed: April 9, 2016Google Scholar Publications were excluded if readership was gender neutral, circulation was <100,000 annually, or the editorial content did not include health, fashion, or beauty. Magazine issues were obtained through the New York Public Library and the New York University interlibrary loan system. Issues unavailable in either physical or electronic form were considered inaccessible and were excluded. In total, 16 magazines were analyzed, with every advertisement reviewed between January 2015 and December 2015. Statistical comparisons were calculated between different demographic categories using STATA statistical software (version 14.0; STATA Corp, College Station, TX). Descriptive statistics were obtained. Simple logistic regressions were used to compare the product indications and language used, and P < .05 was considered statistically significant. Data were obtained from 2177 advertisements in 169 issues of 16 magazines. Less than 1% of advertisements included products related to sun protection. Women's magazines had the highest percentage of these advertisements (2.4%), while skin of color, men's, and teen magazines had almost none (Fig 1). Advertisements regarding sun protection were 3.56 times more likely to be featured in summer compared with winter issues, propagating the myth that sun protection is only necessary during the summer (odds ratio 3.56 [95% confidence interval 2.02-6.27]; P < .000; Fig 2). There were no advertisements for sun protective clothing in all 4 demographic categories.Fig 2Prevalence of sun protection advertisements in all magazines by month.View Large Image Figure ViewerDownload Hi-res image Download (PPT) This study provides insight into the lack of sun protection advertising that print media provides to the public, particularly to nonfemale audiences. This is occurring despite men being more likely than women to develop skin cancer and individuals with skin of color presenting with melanoma at later stages and having lower survival rates.4Rodriguez-Gambetta P. Moscoso-Porras M. Taype-Rondan A. Factors associated with regular sunscreen use by medical students of a Peruvian university.J Prev Med Hyg. 2016; 57: E172PubMed Google Scholar, 5Gavin A. Boyle R. Donnelly D. et al.Trends in skin cancer knowledge, sun protection practices and behaviours in the Northern Ireland population.Eur J Public Health. 2011; 22: 408-412Google Scholar The cumulative effects of sun damage are also important for younger populations who would benefit from early sun protection. Study limitations include that certain magazines could not be included because of a lack of accessibility. In summary, this study highlights the concerning lack of advertisements for products related to sun protection on a year-round basis and across all demographic groups, particularly nonfemale audiences. The results of this study can help inform dermatologists of deficiencies in print media regarding the sun's effects on skin cancer, aging, and dyspigmentation. Future studies might include more magazines that target different audiences and categories. In addition, dermatologists can have a powerful public health impact through partnering with media to increase awareness of the importance of sun protection and skin cancer prevention.