Men are not taking care in the sun
The incidence of malignant melanoma in men has increased by 12% in six years, according to the charity Cancer Research UK.
About 6,000 people a year are now diagnosed with the disease, 2,500 of those are men.
Malignant melanoma results in 1,600 deaths in the UK each year, but experts estimate four out of five cases are preventable.
The gap between men's and women's rates of melanoma is now narrower than it has been for 25 years.
One possible reason for the rise of melanomas in men is that they tend to occur more commonly on the back, whereas in women they are often on the lower leg and more noticeable.
An increase in foreign travel and outdoor activities such as water sports might also be to blame.
The survival rate for the disease is also worse among men than women over a five-year period. However survival rates from melanomas are good if it the condition is caught early.
Cancer Research UK is launching SunSmart 2002, backed by Tesco, a campaign to raise awareness about the dangers of the sun, and the precautions people should take.
Figures for the six years up to 1998, the latest statistics available, show in comparison to the 12% increase in men over that time, rates in women increased by just 2.1%.
Women taking care
Cancer experts say women have traditionally had higher rates of malignant melanoma, probably because of the fashion for suntans.
But it appears they are starting to listen to the warnings about skin cancer, and are protecting both themselves and their children.
Dr Lesley Walker, director of cancer information at Cancer Research UK, said: "It's disappointing to find that trends for men are following the same worrying pattern we were recording in women a decade ago."
She added: "The pattern of incidence is changing and we will be looking at devising campaigns tailored specifically for men.
"Firstly, we must find out what their views are on sun protection in order to guide us to target information in the most effective way."
Sun cancer link
She added: "Since the 1970s, malignant melanoma has seen the fastest increase in incidence of the major cancers and that trend looks set to remain if people continue to ignore sun protection warnings."
Dr Charlotte Proby, a dermatologist at Cancer Research UK, said: "Men do not examine their skin as much and are less likely to seek medical attention.
She urged people to seek advice from their doctor within two weeks of noticing any changes in moles.
"Melanoma is a mole that's gone funny and you need to recognise this early."
And she warned people with skin which did not tan easily not to even try to get a tan.
She said they could develop tan spots, which are "irreversible damage" in skin which is not able to tan properly.
Dr Proby said it was a myth that people need large amounts of sunshine to be healthy: "The average person can get the adequate amount of vitamin D just by walking to and from work."