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canadian update SEE PAGE 41 In areas that are enforcing regulations for teen tanners, businesses should soon see an upward swing. Every indication we have seen from such provinces has shown that media reporting has virtually vanished. Vancouver is a great example of this. Their regulations went into effect last October, and salon owners at a recent tradeshow were already hopeful for a better year. Clients they haven���t seen in years are beginning to return, pre-tanning for their sunny winter vacations. Provinces like Nova Scotia are seeing even better numbers since these regulations have been in effect for almost two years. In provinces without regulations, our opponents have geared up their media campaigns, pushing government to regulate the industry. Alberta started its www.thebigburn.ca campaign again this year with radio ads promoting the generalized risk for people under 35. The Joint Canadian Tanning Association is seeking legal counsel at this time to try and stop the campaign in Alberta. Saskatchewan has made it clear they would be coming out with some type of campaign as well. New Brunswick, which already has guidelines for teens, is being pushed to move to more stringent restrictions. Since their premier resigned from of���ce, Ontario has dealt with the worst of the media. Oakville, Mississauga, Brampton and Belleville have already enacted bylaws, and more are coming. Fortunately, a new premier has been elected in Ontario, and the JCTA will once again be lobbying for the industry. It���s expected that the New Democratic Party will either push the government or introduce another private member���s bill to ban teens under the age of 18 with medical exemption. There is support by both the Liberal Party and the Progressive Conservative Party to move forward with the ban. The media coverage is expected to be heavy again this year in Ontario. As I mentioned in pervious articles, the JCTA has started its own media campaign on www.tanresponsibly.ca, which will hopefully show a better image of our industry. Four press releases have already gone out promoting the message. Consumers are starting to catch on that the keys to tanning responsibly are moderation and tanning at a professional salon. This type of campaign will take time and will be the main focus for the JCTA for years to come. Salons are starting to promote the message and linking to the websites and press releases; some businesses in Windsor, Ontario have already formed a group to market the industry in their area. Their ���rst campaign was a fundraiser for a local charity through a city-wide sale. They even had a local radio station promote the event. Finally, the Canadian industry is becoming united. Steve Gilroy is vice president of Smart Tan Canada and publisher of Smart Tan Canada Magazine. He is also the director of the JCTA. He can be reached at 866-795-3755 or SteveG@SmartTan.com. The JCTA can be found online at TanCanada.org. 27 SMART TAN MAGAZINE ��� SmartTan.com