More than 5 out of 6 sunbed salon owners say that more people understand that vitamin D is ‘The Sunshine Vitamin’ today than did two years ago, according to a SmartTan.com poll conducted in late July. According to the poll, 87 percent of salons say more of their clients know that sun exposure makes vitamin D than did in 2010. Only 13 percent saw no difference.

“It is becoming more and more obvious that sun exposure is the natural and intended source of vitamin D today, and that indoor lifestyles have lowered vitamin D levels in our population,” Smart Tan Executive Director Joseph Levy said. “Dermatology and chemical sunscreen lobbying groups, and groups affiliated with these interests, are pretty much the only groups who are not moderating their message about sun exposure and vitamin D today. But the days of 365/24 sunscreen use are numbered.”

A generation ago, vitamin D blood levels in the United States were about 30 nanograms per milliliter (ng/ml) on average, according to the U.S. government’s own data. That number has dropped to 24 ng/ml today, a decline that can only be attributed to sun avoidance and mis-use/over-use of chemical sunscreens.

Smart Tan promotes the use of sunscreen only when sunburn is possible — which is the only intended use for the product. SPF 15 sunscreen almost completely blocks vitamin D production in the skin. Smart Tan believes companies who promote daily usage of chemical SPF products are misbranding its usage.