Fashion agencies revealed on the first day of the glamorous, London Fashion Week that they have banned their models from getting sunbed-induced tans.

The move by fashion agents to not accept models who use sunbeds is to show their solidarity with a campaign by Cancer Research, which revealed that in cancer rates have quadrupled over the past 30 years. Cancer Research's R UV Ugly campaign is aiming to make people aware of the health risks associated with sunbed-induced tans.

Gareth Roberts from First Model Management said that the agents in London have barred their models from getting tans from sunbeds. He said that the move will help spread awareness about the campaign.

“Hopefully when young people see that fashion trendsetters don't use sunbeds and don't endorse them, maybe that will have an impact,” he said.

Kate Moss model agency, Storm has been made responsible of raising awareness over the dangers associated with sunbeds. There are health risks associated with sunbeds and Cancer Research UK found that about 25 per cent of sunbed users are not concerned over the health risks of sunbeds.

The World Health Organisation classifies sunbeds in the most serious category of cancer-causing products, however, many people are not aware of the risks associated.