Addiction
Surveys have shown that 70% of frequent indoor tanners meet the same criteria for dependency as those suffering from alcoholism and other types of substance abuse.42 Endorphin release and other effects of tanning can create a physical and mental dependency, which can result in you trading your natural skin tone for way more than what you had originally wished for.
The coconut scented monkey on your back.
The Diagnostic and Statistical Manual-IV (DSM-IV) is a tool used by doctors to determine a dependence on a particular behaviour. Studies have shown that frequent tanners fit these criteria of dependency, such as difficulty decreasing the frequency of tanning, feeling annoyed when others comment on their habit and organizing their lives around tanning sessions.43
Hooked on tanning.
Frequent tanners have reported that they feel cravings and even experience a kind of withdrawal when they cannot tan.44 UV radiation may increase the levels of endorphins and serotonin, which makes you feel better. You are literally getting hooked on tanning.

References:
42 Feldman SR, Ligouri A, Kucenic M, Rapp SR, Fleischer AB Jr., Lang W, Kaur M. (2004) Ultraviolet exposure is a reinforcing stimulus in frequent indoor tanners. Journal of the American Academy of Dermatology. 51(1), 45-51.
43 Harrington, C.R., Beswick, T.C., Leitenberger, J., Minhajuddin, A., Jacobe H.T., Adinoff, B. Addictive-like behaviours to ultraviolet light among frequent indoor tanners. Clinical and Experimental Dermatology. 2010 (36):33-38
44 Harrington, C.R., Beswick, T.C., Leitenberger, J., Minhajuddin, A., Jacobe H.T., Adinoff, B. Addictive-like behaviours to ultraviolet light among frequent indoor tanners. Clinical and Experimental Dermatology. 2010 (36):33-38