SAN DIEGO -- A 10-percent tax for tanning services as part of President Obama's health care plan is now in effect, and several San Diego consumers and business owners said they are not happy about it.

The new tax is expected to raise $2.7 billion over 10 years to help pay for the nearly $1 trillion health care legislation.

The 10-percent tax, which went into effect Thursday, will be applied to UV tanning services. Spray tans are excluded, however.

San Diegan Shannon Grauaug, who tans a couple of times a week at Mission Valley's iTAN, told 10News, "I don’t think it's fair."

Several local business owners said they are already struggling in this economic climate and are concerned the new tax might drive customers away.

iTAN owner Tim Herlehy said he worries many tanning shops will go under.

"In the end, the consumer is going to pay for it. It's too big of a tax for the businesses to absorb," he told 10News.

The American Academy of Dermatology said the tax should send a message that tanning beds are dangerous and linked to melanoma.

Jordan Guzman spends $80 a month on tanning, and he told 10News an extra $8 is not a big deal.

"It may deter other people, but I will freeze my account and reopen it when I want to go tanning again," said Guzman.

The tanning services tax applies to purchases made July 1.