A question most people knew the answer, until the Indoor Tanning Association launched an aggressive nationwide campaign, saying tanning does not lead to skin cancer, as dermatologists have warned.

The group published a full-page print ad in The New York Times and bought time for a television ad, saying: “Go get a tan. Your body will thank you,” in order to highlight a study showing that exposure to ultraviolet light stimulates the production of vitamin D, which protects against heart disease and many types of cancer.

“The dermatologists, the sunscreen and cosmetic industries have tried to say that somehow moderate tanning causes melanoma, which is just not true. While our campaign will be controversial, it’s time people learned the truth about sun exposure. Not only is moderate tanning completely safe, more and more it’s becoming just what the doctor ordered,” Sarah Longwell of the Indoor Tanning Association told “Good Morning America” on Thursday.

Almost 60 percent of Americans are vitamin D deficient due in part to avoiding exposure to the sun light. Vitamin D deficiency is common among cities north of the 37th parallel, where it is impossible to get the vitamin in adequate amounts from the sun during the bleak winter months.

According to the American Academy of Dermatology, anyone concerned about getting enough vitamin D should discuss their options for obtaining sufficient vitamin D from foods and/or vitamin supplements with their doctor.

Longwell supports its claims with a study questioning whether exposure to ultraviolet rays from tanning really can cause melanoma, belonging to A. Bernard Ackerman who once received the “Master Dermatologist Award” from the American Association of Dermatology.

Yale Medical School’s David Leffell did not welcome the message of the ads, saying they are misleading. “The ad misrepresents scientific fact. Ultraviolet from the artificial bulbs that are used in the tanning parlors can lead to skin cancer,” he said, according to the ABC News.

Who is right, who is wrong…that’s a question everybody should answer on his/her own and choose whatever is best.