Exposure to ultraviolet (UV) light from the sun or solaria is a major contributor to high rates of skin cancer. The study aimed to explore the intentions of active tan seekers in relation to the substitutional use of sunless tanning products. Participants were reluctant to reduce UV exposure in favour of using sunless tanning products, which were considered to be another tanning method rather than an avenue for reducing skin cancer risk. The 'sunless tan' approach is unlikely to reduce UV exposure in the majority of tan seekers, but may be valuable in targeting women with fairer skin.