As the UK braces for a week-long rare red weather warning heatwave that could bring the nation's hottest ever June day, a study of 2,000 adults has revealed alarming sun safety attitudes. One in five (20%) believe sunburn is a necessary part of getting a tan, and four in 10 (40%) admit to purposely sitting in the sun without protection to achieve a more bronzed look.
Sunburn Prevalence and Causes
Nearly six in 10 (58%) of those who have experienced sunburn simply forgot to apply sunscreen or lost track of time in the sun. However, 44% were caught off guard by the sun's strength. One in five (19%) have suffered such severe burns that they required medical help, with 23% of those visiting a minor injuries unit or A&E.
The face is the most commonly burned area (43%), followed by shoulders (38%), arms (33%), and scalp (20%). Worryingly, 38% of sunburn victims do not worry about the impact on their skin cancer risk, with 23% feeling unconcerned because they only burn occasionally, and 10% believing the UK sun is not strong enough to cause the disease.
Expert Warning and New AI Service
Tim Woodman, medical director for policy and cancer services at Bupa UK Insurance, said: “Many people underestimate the strength of the UK sun and the seriousness of sunburn, enjoying heatwaves and sunny spells without prioritising skin protection. However, UV damage can build up over time and can significantly increase the risk of skin cancer. That’s why it’s crucial to protect yourself from the sun and wear sunscreen, even on cooler or cloudy days.”
Bupa has launched an AI-integrated at-home skin assessment service to check moles and skin lesions potentially linked to skin cancer, providing accurate results in minutes.
Lack of Skin Cancer Awareness
The study found that nearly half (46%) of adults are not confident they could spot signs of possible skin cancer. One in four (26%) do not see a new mole, lump, spot, or rough patch of skin as something to look out for, and 53% would not be alarmed by an itchy or sore patch of skin. Additionally, 24% are unaware that changes in an existing mole could be an early indicator.
Despite Bupa recommending monthly skin checks, only 36% of adults perform them, and a quarter have never checked. Dr Woodman added: “Melanoma, the most serious type of skin cancer, is now the fifth most common cancer in the UK, yet an estimated 86% of cases are preventable. Checking your skin for new moles or lesions, or changes to existing ones, at least once a month will help you to spot signs of potential cancer early. If you notice anything unusual, like a mole changing in size, shape or colour, seek medical advice as soon as possible.”
Regional Sunburn Hotspots
The research highlighted significant regional differences. Coventry residents are most likely to burn, with 47% always or often burning during a typical summer – more than double the national average of 18%. Two-thirds (67%) of Coventry residents also skip sunscreen to boost their tan. Belfast came second (25%), followed by Liverpool, Birmingham, and Edinburgh (all 24%). Sheffield emerged as the most sun-conscious city, with only 8% tending to burn.
