The Indoor Tanning Association (ITA) has launched a new national campaign, “It’s Time to Rethink Sunbathing,” to change the negative views associated with tanning. According to Newsweek, the trade group is trying to make the case in TV and newspaper ads, as well as on two new Web sites, that UV rays prevent cancer rather than cause it. As if that’s not enough, the ITA is also claiming that dermatologists, oncologists and sunscreen makers who warn against tanning are all part of the “sunlight scam,” designed to make people afraid of the sun.

Are you kidding me?

1. Skin cancer is the most common form of cancer in the country.

2. I have had several pre-cancerous moles removed.

3. My grandfather had skin cancer.

4. I bet you know at least one person who has battled skin cancer.

5. Tanning ages you like crazy.

I’m not an advocate of covering every inch of your body while at the beach and avoiding the sun like a plague, but there’s a fine line between enjoying the sun and growing cancer cells. Hitting the tanning bed definitely falls outside that line.

More than 20 people die EACH DAY from skin cancer. Occasional use of tanning beds almost triples the chances of developing melanoma (a form of skin cancer that claims over 8,000 US lives each year). Why would anyone encourage activities that significantly increase one’s risk?

In all honesty, it’s no different than smoking and lung cancer. Another habit that’s heavily advertised and promoted, yet the product has devestating, and dealthy, health consequences. At least no one’s talking about the health benefits of smoking. (Right?)

Usuaully, the level of caution you take when it comes to the sun depends on your personal preferences, skin type and family history, but even if you’ve never had a mole in your life you might want to consider a few of these prevention tips:

1. Visit a dermatologist at list once a year (I go every six months) to get a full body check on all your moles. Examine your own skin head-to-toe every month.

2. Be sure to wear UV-blocking sunglasses (yes, you can get skin cancer on your eyelids, and sun exposure can cause cataracts and macular degeneration).

3. Use a sunscreen with an SPF of 15 or higher every day.

4. Apply 1 ounce (2 tablespoons) of sunscreen to your entire body 30  minutes before going outside. Reapply every two hours.

 These tips are a sampling of recommendations from The Skin Cancer Foundation.

I know I’ll be enjoying the sun this summer (running, hiking and hitting the beach), but I’m planning to be safe and want you to be, too.

Stay tuned for a sunscreen review later this month.