Massive gap between knowledge of the dangers of skin cancer and public awareness

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As many as 75 per cent of people are alarmed that the sun can cause skin cancer, according to a recent survey conducted for Sun Awareness Week. But 70 per cent, also, view a good sun tan as a sign of health and beauty. The health industry anticipates an increase in NHS jobs during the next years on the basis of this report and similar ones.

The survey, of some 1,850 people, found that fewer than 30 per cent take care to remain in the shade and fewer than 40 per cent use high factor sunscreen. Just six per cent said they would avoid the midday sun, echoing the famous song by Noel Coward.

Some 65,000 cases of skin cancer are diagnosed every year in the UK - and nearly a tenth of these are the most dangerous form of cancer, melanoma.

Dr Charlotte Proby, consultant dermatologist at Cancer Research UK, said: "Although it is encouraging that many people are aware of the risk of skin cancer, too many of them are still not protecting themselves against the sun's damaging rays by failing to stay in the shade, cover up or apply high factor sunscreen.

"It is particularly worrying that so many of the young people questioned in the survey are being slow to change their bad habits, because it is skin damage early in life that is most likely to result in skin cancer later on."

Sara Hiom, co-ordinator of Cancer Research UK's SunSmart campaign, said: "The SunSmart campaign is about both reinforcing sun safety messages and encouraging people to act on their knowledge.

"The Australian sun awareness campaign has shown that with a sustained drip drip approach to information people will eventually change their habits. This success has finally resulted in a drop in the number of skin cancer cases in their younger generation.

"In contrast, our skin cancer rates are climbing."