An unprecedented wave of stories this winter about the benefits of “The Sunshine Vitamin” are finally hitting the mark that sun exposure is really the only true way to make vitamin D, and that our lack of sunlight is primarily responsible for worldwide vitamin D deficiency.

“Could Sunshine Save Your Life?” is the headline of a Feb. 16 story in London’s Daily Mail — one of dozens of high-circulation stories this month worldwide promoting regular moderate sun exposure — from sunlight or from its best surrogate, indoor tanning equipment. To read the story, click here.

That story comes on the heels of dozens of others, including Vogue magazine’s February story which suggested “Just 5 to 30 minutes of sunshine at least twice a week will give you the amount of D you need for good health. The key is to get outside between 10 a.m. and 3 p.m. when the sun is almost directly overhead.”

That’s right — that was printed in Vogue magazine.

That’s a total reversal from what Vogue, its publication partners (Cosmopolitan, Allure, Self and other Conde Nast magazines) and Dermatology lobbyists had been telling people — that mid-day sun was a no-no. But, as it turns out, they have learned that no one makes any vitamin D naturally without mid-day sun, and the key is sunburn prevention — not sun avoidance.

“They’re saying what Smart Tan has been saying all along — that regular, moderate UV exposure is natural and necessary,” Smart Tan Vice President Joseph Levy said. “While I don’t think they are going to hug us any time soon, they are at least seeing what we are saying now.”

Vogue’s February cover story: “Vitamin D: The Healthy Side of Sunshine.”