A significant gap in public awareness of sun safety has been laid bare in a new survey, with a substantial minority of UK adults admitting to deliberately burning their skin despite the known risks of skin cancer.
The research, commissioned by the charity Melanoma Focus ahead of the bank holiday weekend, found that one in nine adults has intentionally allowed their skin to burn, while 35 per cent say they never use sunscreen in the UK during the summer months. The figure rises to 41 per cent among men.
The findings come amid growing concern among skin cancer specialists about levels of public understanding of ultraviolet (UV) exposure and its long-term health consequences.
According to the survey, a quarter of adults have never heard of the UV index, while fewer than half (43 per cent) say they understand what it means. Even among those familiar with it, knowledge of safe exposure levels appears limited, with most respondents unaware that sunscreen is recommended at a “moderate” UV level of 3 or higher.
Health experts warn that this lack of awareness is particularly concerning given the rising incidence of melanoma in the UK.
Melanoma is now the fifth most common cancer in the country, and the fourth most common among men, with around 19,400 new cases diagnosed each year. It is also the deadliest form of skin cancer, responsible for approximately 2,600 deaths annually in the UK — equivalent to more than seven every day.
Melanoma Focus said the findings highlight an urgent need for improved public education around sun protection, particularly as warmer weather increases UV exposure risk across the country.
The UK already records more melanoma deaths each year than Australia, despite Australia’s long-standing reputation for high UV exposure, and rates of the disease continue to rise.
Experts say the trend is driven in part by intermittent intense sun exposure, including sunburn, which significantly increases the risk of developing melanoma later in life.
The survey also suggests persistent behavioural challenges, with sunscreen use remaining inconsistent even during peak summer months, and a lack of understanding around basic sun safety guidance.
As the UK heads into a period of warmer weather over the bank holiday weekend, charities are urging the public to take greater precautions, including regular sunscreen use, avoiding peak UV hours, and using the UV index as a guide to safe exposure levels.
Melanoma Focus said that while awareness campaigns have improved understanding in some areas, the data shows “clear and continuing gaps” in public knowledge that need to be urgently addressed if preventable cases are to be reduced.
Susanna Daniels, CEO of Melanoma Focus, said: “It is alarming to see that so many individuals are putting themselves at serious risk by deliberately burning their skin, and overlooking the vital importance of sun protection.
“Melanoma skin cancer is extremely serious and five or more sunburns over your lifetime can double your risk of developing this potentially deadly disease. Despite this, nearly 9 in 10 melanoma cases are preventable, making awareness and protection absolutely essential.
“As we head into the bank holiday weekend, we understand the desire to spend time outdoors, but staying safe in the sun by using a broad spectrum factor 30+ sunscreen, seeking shade, covering up, wearing a hat and UV protection sunglasses will protect you. These sun safe practices are important when the UV index (found on weather apps) is moderate or 3 or above.”
Darren Barker, aged 48 and from London, was diagnosed with melanoma skin cancer in 2023. He said: “Melanoma is more common than people might think. Being diagnosed was really frightening and made me realise how fragile the skin is. I’ve had quite a few sunburns in my life even though we didn’t travel abroad very often when I was young.
“I’m lucky that I noticed a mole on my leg had changed so I went to the doctor and was diagnosed early and successfully treated. I’m ok now but it’s shaken me and I’m much more careful in the sun. I strongly recommend that everyone protects their skin and sees a doctor as soon as possible if they notice potential symptoms.
Dr Thomas Carter, Consultant Medical Oncologist at the Mount Vernon Cancer Centre in North West London, said: “Skin burning, whether deliberate or accidental, reflects a lack of awareness that needs urgent attention.
“In the UK, the UV index can be deceptively high, and we’re seeing more men admitted to hospital with severe sunburn than women. This highlights the importance of encouraging everyone, particularly men, to take more care of their skin. Sunscreen is a critical defence against skin cancer. Protecting skin from UV rays can and does save lives.”
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