Watchdog bans sunburn advert

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

The travel website dealchecker.co.uk asked for the pictures in a competition to win a holiday. Its parent company, DMC Digital, claimed it intended to promote sun safety with the contest, which also had prizes of suncream for the winner and runners-up.

However, the ASA banned the ad and said it "could be seen to trivialise sunburn".