“Indoor Tanning is Out,” according to the American Academy of Dermatology. The group is launching a new PSA campaign to reach young women primarily 16 to 29 years old with the message that indoor tanning is not as safe as they think.

Tanning is skin damage. Period.

Everyone knows that, but like the women of previous centuries who used to pinch their cheeks before blush and draw blood from a fingertip to tint their lips, beauty has traditionally been somewhat painful and precarious.

Old habits die hard, but there are so many easy and safe alternatives that it’s hard to believe that the cache of a baked tan still reigns. There are tons of lotions and potions that will tint the skin without the risk of sun damage. Sure, it’s a little messier to slather on some cream in the morning, but when you’re melanoma and sun spot free at the age of 35, you’ll breath a sigh of relief.

Just like with smoking and most dangerous vices, the sooner you quit the better. The body has amazing restorative abilities, but only if you give it some breathing room to recuperate. Although most tanning faithful will disagree, but their are worse things than pale skin, namely chemo, surgery, radiation therapy…