More than half of people worry less about skin cancer than other cancers - while many do not realise it can be fatal, according to a poll.
Some 53% are less worried about skin cancer than other cancers and 18% think it can be easily avoided, a survey for the British Skin Foundation found.
A total of 38% do not realise that skin cancer can lead to death, while 56% do not know that malignant melanoma - the most deadly form of skin cancer - can spread to other parts of the body.
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Dermatological surgeon Dr Bav Shergill said: "Skin cancer kills seven people in the UK every day and rates of malignant melanoma continue to rise faster than any other type of common cancer."
Only 36% of people admitted checking their skin or moles for changes that can indicate skin cancer, while 35% say they did not know what they were looking for.