More men than women are dying from skin cancer, it has been claimed.
Cancer Research UK has revealed that the number of male deaths from malignant melanoma has doubled in the past 30 years.
In the late 70s, 1.5 men per 100,000 were dying from melanoma but this has now risen to 3.1 per 100,000.
Despite more women being diagnosed with the illness, the level of female deaths remains below that of men.
Bevis Man of the British Skin Foundation commented: "It's likely that the findings reflect the difference in attitude between the sexes when it comes to sun safety and, ultimately, skin cancer."
Mr Man added: "We know that, in the last 30 years, cases of melanoma across the UK have quadrupled in men and tripled in women, which would point to two things - seemingly a lack of awareness amongst men about what to look for in terms of skin cancer and a lack of action once they detect something they are unsure about."