Last week the Skin Cancer Foundation filed a formal
complaint with the Federal Trade Commission (F.T.C), urging them to look into the
promotional initiatives of MTV’s Jersey
Shore’s. The Foundation is asking that the F.T.C. hold the show accountable
for the excessive use and glamorization of tanning it believes is encouraging
dangerous behavior among young viewers.
This formal complaint is not the Skin Cancer Foundation’s
first attempt to initiate change. In 2010, the Foundation staged an
intervention on the television show Extra; on air the cast pledged to
change their behavior. However, we’ve seen in the past years that the cast members
have continued to tan and talk about tanning. According to the Foundation, the
topic is no longer part of organic conversation, but a recurring promotion of
tanning.
With the latest filing, The Skin Cancer Foundation is
demanding that MTV include with the show and all associated promotions a
warning about the risks of skin cancer. The Foundation vehemently believes that
if the Jersey Shore producers insist on endorsing excessive tanning, then the
least they can do is disclose the related health risks to its impressionable
viewers.
In an effort to prove its point, the Foundation assessed and
identified an alarming 186 visual or
verbal references to tanning in just 17 episodes. In one episode, cast member
Paul DelVecchio (Pauly D) enthusiastically nominated himself “Most
Likely to Get Skin Cancer.”
The Skin Cancer Foundation recognizes that it is not MTV’s responsibility
to advocate or discourage tanning. However, MTV’s demographic is a core part of
the population at higher risk for skin cancer. According to a report from the
American Cancer society, the incidence of melanoma increased 800 percent in
young women and 400 percent among young men from 1970 to 2009.
Do you think that MTV should be responsible for warning Jersey
Shore viewers about dangers of tanning? Or do you think that it is a
parent’s and individual’s responsibility to be educated on the risks of any
behaviors or habits that they endorse?