Almost half of Welsh people get sunburnt every year as skin cancer rates rise

Ahead of the sunny weather predicted for the May bank holiday weekend, skin cancer experts are concerned about the potential surge in sunburns. 

New data published today by the charity Melanoma Focus shows an alarming 44% of Welsh and 49% of all British people suffer from sunburn at least once every year. This rises to 65% for 18-32 year olds. [1]

As melanoma skin cancer rates continue to climb in the UK, the implications of these findings are significant. There are around 17,500 new melanoma skin cancer cases in the UK every year and it is the 5th most common cancer in the country.[2,3] 1 in 35 men and 1 in 41 women in the UK will now be diagnosed with melanoma skin cancer in their lifetime.[4]

Melanoma is considered the most serious form of skin cancer because it has the highest mortality rate, and deaths from melanoma are projected to continue to rise. [5]

Notably, the survey also found that 36% of British people (and 48% of those in Wales) rarely or never apply sunscreen when in the UK during the summer months (May to September) and this increased to 42% of men.[6]

Susanna Daniels, CEO of Melanoma Focus, said:

“This data is extremely concerning as we know that more than five sunburns in your lifetime doubles your risk of melanoma, so burning every year has potentially long-term dangerous consequences. Nearly 9 in 10  melanomas are preventable yet the UK has more deaths from melanoma per year than Australia. It is essential that everyone understands the risks associated with sunburn and prioritises sun protection by using factor 30+ sunscreen, wearing a hat, seeking shade and covering up in the heat of the day.” 

Frances Abbots, age 61 from Tintern near Chepstow in Monmouthshire, was diagnosed with melanoma skin cancer in 2002. She said:

“I’d had a mole on my breast since I was a teenager. When I became pregnant at age 35 a smaller mole started to grow out from its side and, a year or so later, it started to itch. I went to see a doctor about a problem with my knee and as I was leaving he said “Is there anything else?”  which reminded me of my itchy mole. I was referred to dermatology and diagnosed with melanoma. Initially I was told that it may be fatal and to go home and make provisions for my 2 year old daughter. But I underwent surgery and, thankfully, the cancer had not spread. 

“As a child brought up in the countryside I loved being out in the sun, helping with farm work, hiking and cycling and I never used sunscreen. I would initially burn and then build up a deep tan. Throughout my life I’ve burnt badly a few times. I’ve got fair skin with a lot of moles, and I didn’t realise I could be prone to melanoma and how deadly and aggressive this form of cancer is. I feel very lucky because if my melanoma had not been caught early I might not be here today.”

Professor Catherine Harwood, Consultant Dermatologist and Melanoma Focus Trustee said: 

“Sunburn significantly increases the likelihood of developing skin cancer later in life. The fact that so many people are burning their skin and not using sunscreen regularly is concerning. With the number of cases of melanoma on the rise in the UK, it is more important than ever for the public to take preventive measures.”

The survey also revealed that 56% of respondents would be more likely to use sunscreen regularly if it was 20% cheaper and 77% think sunscreen should be exempt from VAT. Of those who say they don’t wear sunscreen in the UK in the summer months, 8% said it was because it was too expensive.[7,8,9]

Melanoma Focus is calling for the UK Government to abolish VAT on factor 30+ sunscreen to make it more affordable to everyone and reduce cases of melanoma skin cancer.

86% of melanomas are preventable by protecting your skin from harmful rays. [10] Visit Melanoma Focus for advice about how to protect yourself from skin cancer.

ENDS

[1] Respondents were asked How often do you get sunburned (either from the sun or a sunbed) per year on average? 43.62% of Welsh and 48.80% of all British respondents and 64.76% of those aged 18-32 said at least once per year (responses ranging from ‘1-2 times’ to ‘More than 10 times, please specify’ combined).  See Q9 on the survey results. 

[2] From 2017-2019, melanoma skin cancer incidence rates increased by almost a third (31%) in the UK: https://www.cancerresearchuk.org/health-professional/cancer-statistics/statistics-by-cancer-type/melanoma-skin-cancer#heading-Zero 

[3] There are around 17,500 new melanoma skin cancer cases in the UK every year. Melanoma skin cancer is the 5th most common cancer in the UK, accounting for 5% of all new cancer cases (2017-2019): https://www.cancerresearchuk.org/health-professional/cancer-statistics/statistics-by-cancer-type/melanoma-skin-cancer#heading-Zero 

[4] The estimated lifetime risk of being diagnosed with melanoma skin cancer is nearly 1 in 41 (2%) for females, and 1 in 35 (3%) for males born in 1961 in the UK: https://www.cancerresearchuk.org/health-professional/cancer-statistics/statistics-by-cancer-type/melanoma-skin-cancer/risk-factors#heading-Zero 

[5] It is projected that the average number of deaths from melanoma skin cancer in the UK every year will rise from around 2,600 deaths in 2023-2025 to around 2,800 deaths in 2038-2040: https://www.cancerresearchuk.org/health-professional/cancer-statistics/statistics-by-cancer-type/melanoma-skin-cancer/mortality#ref-4 

[6] Respondents were asked How often, if at all, do you wear sunscreen from May to September when in the UK? 36.01% (and 42.23% of men) responded with Rarely, Never or N/A I never wear sunscreen at all. For all respondents in Wales it was 47.87%. See Q1 on the survey results.

[7] Respondents were asked: How much more likely, if at all, would you be to use sunscreen regularly if it was 20% cheaper? 55.85% said more likely (‘Much more likely’ and ‘slightly more likely’ responses combined). See Q5 on the survey results.

[8] Respondents were asked: Currently in the UK if you buy sunscreen you will pay the standard VAT rate (20%). Do you think sunscreen should be exempt from VAT in the UK? 76.90% said yes (‘Yes, definitely’ and ‘Yes, probably’ responses combined). See Q4 on the survey results.

[9] 7.54% responded that sunscreen was too expensive. See Q1a on the survey results. 

[10] 86% of melanoma skin cancer cases are preventable (UK 2015): https://www.cancerresearchuk.org/health-professional/cancer-statistics/statistics-by-cancer-type/melanoma-skin-cance

#MelanomaAwarenessMonth

#KnowYourSkin 

 

Notes to editors:

  • The research was conducted by Censuswide in April 2025 with 2,000 nationally representative adults aged 16+. Note that final results were weighted to ensure the sample’s demographics for age, gender and region aligned with previously published ONS population data.
  • Censuswide abides by and employs members of the Market Research Society and follows the MRS code of conduct and ESOMAR principles. Censuswide is also a member of the British Polling Council.

About Melanoma Focus:

  • Melanoma Focus is a national charity dedicated to providing a comprehensive and authoritative source of information for public and professionals alike, as well as supporting education and promoting research about melanoma.
  • Melanoma Focus runs a free and confidential helpline at 0808 801 0777