Many hardcore sunbathers who plan to get burnt on the beach this summer are fully aware it will cause permanent skin damage, research shows.
The charity Cancer Research UK polled almost 400 sun worshippers and found 90% were aware of the health risks.
And 40% thought burning their skin was simply an inevitable part of the tanning process.
The charity warns that getting badly sunburned doubles the risk of developing skin cancer.
MINIMISING RISKSkin cancer is one of the most common cancers in the UK, with number of cases increasing year on year.
More than 75,000 new cases of skin cancer are registered each year in the UK, and more than 1,800 people die from malignant melanoma annually.
Over the last 20 years, malignant melanoma incidence has increased faster than any other cancer.
Experts estimate that up to 90% of cases could be prevented by limiting exposure to sunlight.
Intense exposure
Professor Lesley Rhodes, a Cancer Research UK dermatologist, said: "Getting sunburnt increases the risk of skin cancer in general.
"But the kind of sunbathing binges that happen when people go to much hotter climates and bake on the beach is particularly dangerous.
"This kind of short intense exposure to the sun, leading to burning, particularly increases the risk of malignant melanoma."
Cancer Research UK's SunSmart campaign manager Rebecca Russell also warned holiday-makers that sunbed sessions aimed at obtaining a pre-holiday base tan could be just as dangerous as getting sunburnt.
She said: "We know that sunbeds increase the risk of skin cancer. Anyone under 18 should never go on a sunbed.
"Nor should any adult with fair skin, lots of moles and freckles or a history of skin cancer."
RELATED INTERNET LINKS
The Institute of Cancer Research
Sun Smart
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