It has been suggested that doctors and patients need to pay close attention to possible signs of skin cancer because early detection can save lives.
Nina Goad, spokesperson for the British Association of Dermatologists, said: "We believe it is vitally important that people understand the importance of checking their skin.
"If skin cancer is caught in its early stages the survival rate can be as high as 99 per cent after five years."
Ms Goad's comments follow the premier of a new cinema advertisement urging people to check for possible indicators of the disease.
The short clip uses the language and imagery of the beauty industry in order to present messages demonstrating the importance of regular checks.
More than half of the 245,300 new cases of malignant cancer registered in England in 2007 were accounted for by the four most common cancers, which are breast, lung, colorectal and prostate cancers.
Independent advice on private healthcare