A new survey, released today by Cancer Research UK to raise awareness of its annual SunSmart campaign, has identified a worrying trend for 'binge tanning' among young people heading off on holiday this summer.
The results, published to mark the start of Sun Awareness Week, reveal that 36 per cent of 15-24 year olds spend over five hours in the sun each day on their main summer holiday. Additionally, a third (32 per cent) say they would be happy to increase their time in the sun if they did not feel tanned enough towards the end of their break.
As well as spending extra time in the sun, young people say they are prepared to go to many other lengths if they do not feel tanned enough towards the end of their holiday. Almost a third (29 per cent) say they would use sunscreen with a low protection factor, with 19 per cent happy to go without sunscreen altogether and 15 per cent using products like baby oil to speed up the tanning process.
Worryingly, 17 per cent of those surveyed think that sunburn is all part of getting a tan, with 11 per cent saying they would be prepared to burn if they did not feel sufficiently tanned towards the end of their holiday.
Cancer Research UK dermatologist Professor Lesley Rhodes says: "Exposure to ultraviolet radiation from the sun is the primary cause of skin cancer and responsible for around 80 per cent of cases of melanoma, the most dangerous kind of skin cancer. In addition to the short term discomfort and impact on appearance, sunburn also causes permanent irreversible damage leading to premature ageing and significantly increases the risk of skin cancer. Put simply, the more time young people are spending in the sun, the more damage they are doing to their skin."
While the problem is particularly evident among the under 25s, 25-34 year olds also show a tendency towards 'binge tanning'. Nineteen per cent of this age bracket admit to spending over five hours in the sun, with 16 per cent saying they would increase the amount of time they spent tanning towards the end of a holiday if they do not feel tanned enough.
The survey also showed just how important tanning is to young people. Of the under 25s surveyed, 39 per cent said they would feel upset if they came back from their summer holiday without a tan.
Rebecca Russell, SunSmart campaign manager at Cancer Research UK, says: 'What's particularly worrying is the lengths young people will go to to get a tan, including burning. Sunburn can double the risk of melanoma. People who spend their summer holidays outdoors should remember to enjoy their time safely and use sun protection - shade, clothing and factor 15+ sunscreen - to reduce their risk of skin cancer.
"If you really are desperate for a tan, the best option is to fake it - it's the only way to get a tanned appearance without causing sun damage."