Young men and women from the UK are booking their summer holidays with every intention of getting burnt.
This is the conclusion of a new report from Cancer Research UK, which suggests that many holidaymakers see burning as part and parcel of the summer experience.
A new national survey has found that 30 per cent of 16 to 24-year-olds are certain they will be sunburnt this summer. A further 30 per cent indicated that there was a chance they would fall victim to the strength of the summer sun.
Incredibly, 27 per cent of respondents to the major survey said that burning was all part of the tanning process and 19 per cent said they fully intended to get burnt.
Research in the past has shown that an intense burst of over-exposure to the sun is strongly linked to the potentially fatal form of skin cancer known as malignant melanoma. Scientists have also calculated that sunburn doubles the risk of developing skin cancer.
Disappointingly, however, these statistics are apparently being ignored by huge numbers of British holidaymakers, who remain set on the idea of transforming their complexion within a matter of days.
Dr 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 [are] particularly dangerous."
According to Dr Rhodes, 2,000 people die from malignant melanoma every single year in the UK, largely as a result of unnecessary sunbathing sessions. If current trends continue, the number of people developing melanoma will treble in the next 30 years, she added.
Dr Rhodes has also offered some tips for those who are already concerned that they have caused some damage to their skin.
"Signs to watch out for include a mole getting bigger, a mole with a ragged outline or one with a mixture of different shades of brown and black," she said. "If a mole gets inflamed or starts to bleed or itch, then get it checked out. But it's also important to remember that any of these signs don't necessarily mean you have melanoma."
Cancer Research UK will run a campaign once again this year, in the hope that more people will take note of the potential dangers associated with irresponsible sunbathing. Rebecca Russell, the campaign manager, believes that those staying at home this summer are particularly at risk, as they tend to underestimate the strength of the sun.
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