The number of Britons requiring skin cancer treatment may well be set to increase, following research which suggests more than a third do not apply sunscreen before sunbathing.
A survey by the Institute of Cancer Research found that, despite 60 per cent of respondents claiming to be more worried about skin cancer than they were ten years ago, there are still many who do not take the necessary precautions when going out in the sun.
In addition, only 52 per cent were able to describe the main signs and symptoms of the disease, suggesting that many may not visit a doctor in time to receive timely cancer treatment.
Rebecca Russell, manager of Cancer Research UK's SunSmart campaign, pointed out that skin cancer is one of the most common cancers in the UK.
"Up to eight in ten skin cancers could be prevented by being SunSmart, so it's very important to be aware of how to enjoy the sun safely," she said.
"In strong sunlight, our best advice is to use factor 15+ sunscreen, seek shade between 11am and 3pm, cover up and take care not to burn," she advised.