A shocking billboard in Cottesloe has ignited a fierce debate, leaving many to wonder: Is this ad promoting sun safety or glorifying a dangerous trend? A massive advertisement featuring a young woman with stark white lines contrasting against her deeply tanned skin has sparked outrage for seemingly romanticizing harmful sun exposure. But here's where it gets controversial—the ad is for Etto’s aloe vera gel, a product designed to soothe sun-damaged skin. So, is it a solution or an endorsement of risky behavior?
The billboard, prominently displayed on Stirling Highway near Cottesloe Beach, has drawn sharp criticism from health advocates. Sally Blane, Sun Smart Manager at Cancer Council WA, argues that such imagery could inadvertently encourage teens to pursue unsafe tanning practices. She emphasizes that young women, aged 15 to 24, are particularly vulnerable to behaviors linked to skin cancer, such as deliberately seeking a tan. This concern is not unfounded—Cancer Council has been combating a troubling social media trend where influencers proudly showcase sunburned bikini lines as a fashion statement. 'This is exactly the kind of behavior we’re trying to discourage,' Ms. Blane explains, highlighting the long-standing efforts to shift cultural perceptions of tanning as desirable.
And this is the part most people miss—the ad’s impact isn’t just about the product; it’s about the message it sends. While Etto’s founder and CEO, Andrea Horwood, defends the campaign, stating it’s been running nationally without prior complaints, critics argue that the visual depiction normalizes risky sun exposure. Ms. Horwood counters that the ad serves as a reminder to avoid sunburn, emphasizing Etto’s role in providing natural after-sun care. 'Advertising a solution doesn’t mean we endorse the problem,' she asserts, pointing to her company’s commitment to sun protection, including her previous venture, Invisible Zinc.
But the controversy doesn’t end there. Jean, a local mother who filed a complaint with Ad Standards, voices her frustration: 'As a parent, I’m alarmed by how many young people are still chasing tans despite years of sun safety campaigns.' Her concern reflects a broader ethical dilemma—in a country where two in three Australians are diagnosed with skin cancer by age 70, is such imagery responsible? Ms. Blane agrees, calling for advertisers to adopt healthier messaging, even if it’s not legally required. 'It’s about doing what’s right,' she says.
So, what do you think? Is this billboard a harmless ad for a useful product, or does it cross a line by potentially normalizing dangerous behavior? Share your thoughts in the comments—this is a conversation that needs your voice!
