WITH the plethora of great fake tanning products on the shelves, you’d have thought the days of roasting too long in the sun would be over.

Not so, according to research which reveals that we are still a nation of sun worshippers, and it’s the younger generation who are most likely to sit out and sizzle.

Teenagers and people in their 20s are more likely to get sunburned and go out during the hottest part of the day than those who are older.

And more than half (54 per cent) of 16 to 30-year-olds go out into the sun daily during summer, compared with 44 per cent of those aged 31 to 45, a survey found.

Almost one in five (17 per cent) never avoid the hottest part of the day (11am to 3pm), compared with nine per cent of 31 to 45-year-olds, six per cent of those aged 46 to 60 and seven per cent of over-60s.

When asked if they allow their skin to burn, 19 per cent of younger people do so more than once a year, and almost a quarter (23 per cent) never wear a cover-up or hat to protect their skin.

Even young people who have experienced skin cancer or had a family member with the disease are no less likely to go out in the sun or burn than those with no history.

The study of 1,000 people is being presented at the British Association of Dermatologists’ (BAD) annual conference in London.

Cancer Research UK figures show that rates of malignant melanoma, the most deadly form of skin cancer, have tripled among those aged 15 to 34 since the late 1970s.

Then, there were 1.8 cases of melanoma per 100,000 people in this age group, rising to 5.9 now.

Nina Goad, from BAD, said young people could feel under pressure to look tanned, while older people may take into account the ageing effects of the sun.

She added: “With so much education – both in schools and in publicity campaigns – aimed at young people, it is a real worry that this age group are still either ignorant to, or choosing to ignore, sun safety messages.”

Dr Helen Robertshaw, lead skin cancer clinician for Royal Bournemouth and Christchurch Hospitals and chair of the Dorset Skin Cancer Group said: “Peer pressure plays an enormous part. For many youngsters it’s not cool to be seen slathering on suncream.

“Young people also see themselves as invincible, and don’t listen to health warnings. The way I get through to them is to tell them they will get wrinkly with too much sun exposure.”

Dr Robertshaw is also medical director at the SouthFace professional skin clinic in Bournemouth which offers specialist mole screenings.

“Skin cancer is on the increase and I now see cases all day every day,” she said.

“We give a detailed assessment, work out your risk factor and offer advice on skin care in the sun depending on your skin type. However, our advice in the first instance if you find a mole that’s concerning you is to go to your GP.”

Down in Australia, the Slip, Slop, Slap campaign – slip on a shirt, slop on a sunscreen and slap on a hat – has been running for many years.

In the UK, the RNLI lifeguards offer advice to the public while patrolling 160 of the busiest beaches in the UK, including those along the stretch of coast from West Dorset to Christchurch.

RNLI advice

Simon Crayfourd, RNLI lifeguard manager for Dorset said: “RNLI lifeguards spend the majority of their working day exposed to the potentially harmful rays, so it’s essential they are given suitable advice within their training about protection from both from the short and long-term health risks of sun damage.

“They are provided with a high factor sun cream, hat, sun glasses and parasols for shade, keep out of the sun on their breaks and drink plenty of fluids.

“As part of beach safety management, lifeguards promote sun safety awareness and behaviour and along with leading by example, hope to encourage beachgoers to follow the basic sun safety advice.”