Getting a tan -- whether from the sun or a tanning bed -- provides benefits that outweigh the risks of skin cancer, according to a group that represents tanning salons.

The Indoor Tanning Association said that it plans a nationwide campaign, including ads in major newspapers, to promote research that shows UV rays stimulate the body to produce vitamin D, which can protect against heart disease and other types of cancer.

Two Web sites will be part of the campaign, TrustTanning.com and SunlightScam.com.

The group says 60 percent of Americans, especially those living in northern areas, do not get enough sunlight.

The American Academy of Dermatology agreed that vitamin D is essential, but said it can be obtained through healthy diet.

"Intentional exposure to UV radiation from the sun or tanning devices is not a safe or effective way to obtain vitamin D," said dermatologist Dr. C. William Hanke.

The ITA also attacked those who warn about skin damage from UV rays.

"Both the sun and tanning beds have been unnecessarily demonized by special interests using junk science and scare tactics," said ITA spokeswoman Sarah Longwell. "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."

The AAD said that one in five Americans will develop skin cancer during their lifetime; 116,500 people in the U.S. will be diagnosed with melanoma, the most serious form of skin cancer, this year.