Reckless sunbathers are being warned to change their habits, to avoid the most common cancer in the UK.
Nearly three-quarters of people say they have been sunburned in the last year, putting themselves at risk of developing melanoma, according to a survey carried out for the British Association of Dermatologists (BAD).
The research also found that 96 per cent of British people fail to check their skin monthly for skin cancer - as is recommended, and more than 77 per cent would not recognise signs of the disease,
The association said the risk of developing melanoma is more than doubled in people with a history of sunburn, yet 72 per cent of people surveyed admitted that they had been sunburned in the last year.
Skin cancer is the most common cancer in the UK and every year over 250,000 new cases of non-melanoma skin cancer - the most common type - are diagnosed, in addition to over 13,000 new cases of melanoma, resulting in around 2,148 deaths annually.
The BAD's Johnathon Major said the figures on sunburn were shocking and added: "This is a reflection of poor sun protection habits - people underestimate the damage that sunburn can do to their skin, and many think that skin reddening is just a harmless part of the tanning process, rather than a sure sign that you have damaged your skin irreparably."
Charlotte Proby, Professor of Dermatology at Ninewells Hospital and Medical School in Dundee, and Chair of the British Association of Dermatologists' Skin Cancer Prevention Committee said, "Rising skin cancer rates are a major health concern for the UK, and some dermatology departments are stretched to capacity trying to keep up with cases.
"Many people in the UK are aware of the dangers; however, this has yet to translate into a culture of sun protection and skin checking which would do a lot to curb the incidence and deaths from this disease."
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