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A group of researchers, concerned that public health messages about the dangers of indoor tanning weren’t reaching the right people, decided to try an experiment: They took out a bunch of ads on Google, targeting users who were searching for tanning beds and salons online.
In a new paper, the dermatology researchers say they were encouraged by their preliminary findings, which indicated that targeted ads are a promising tool for public health advocates looking for more ways to put their findings in front of those who need to hear them most.
“We really want to strive to reach people at highest risk for these behaviors in an easy, cost-effective way,” said Eleni Linos, an assistant professor of dermatology at University of California, San Francisco, in an interview. The findings were published in the journal JAMA Dermatology on Wednesday.
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Teresa Lynch, owner of Dynamic Tanning in DeKalb, Ill., wipes…
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