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Sunburn pic contest 'irresponsible'

A competition that encouraged customers to send in photographs of themselves sunburned has been branded "irresponsible" by the advertising watchdog.

Travel comparison website dealchecker.co.uk sent a promotional email in July with the headline: "Earn with your burn".

Their advert included pictures of people either sunburned or sunbathing and asked for photographs to be sent to the email address of "likealobster@dealchecker.co.uk". The prize to be won was a free holiday for two.

Parent company DMC Digital claimed they intended to promote sun safety with the competition, which also had prizes of suncream for the winner and runners-up.

They told the Advertising Standards Authority (ASA) they "did not want people to risk their skin for the purpose of entering the competition, and were therefore careful throughout the competition to make it clear that they wanted old photos of sunburn".

However, the ASA upheld the complaint made to them and said the competition "could be seen to trivialise sunburn".

In their assessment, the watchdog added: "We therefore considered that the promotion could encourage recipients to get sunburnt in order to be able to enter the competition, and concluded that the competition was irresponsible".

The competition is not allowed to appear again in its current form.

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From Belfast Telegraph