Well it's an interesting issue for sure. If you believe that, then you should say, equally, that there should not be promotion to go out in the sun and tan yourself, there shouldn't be tanning solons, commercials shouldn't promote muscular men, etc...
I honestly don't think it's the companies responsibility to change the viewpoint of society. If it makes them more money, of course they will promote it, but that's business.
I feel it's more on the parenting, and education to push the idea of this false narrative. It makes it difficult when parents themselves believe it's important.
Yes, media does play a huge role in this too.
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I disagree because tanning is simply about 'beautification' whereas skin lightening has, as you rightly pointed out, a background in race and class bigotry.