Around 26% of teenagers in the UK are trying to get a tan by deliberately getting burnt, research has revealed.
The Teenage Cancer Trust research found that 55% believe the sun in this country is not as strong, with 31% saying that they never use sun cream in the UK.
The study was carried out to mark the launch of the cancer trust's sun safety campaign Shunburn.
Trust Chief Executive, Simon Davies, said: "We've found that young people display a worrying lack of awareness when it comes to protecting their skin from the sun.
"We are trying to educate them to prevent the over exposure to sun whilst young, which can lead to problems with skin cancer later in life.
"If we can stop just one young person from developing skin cancer when they are older then this year's Shunburn campaign will have been worth it."
The campaign is being backed by Skins star Nicholas Hoult and former EastEnder Michelle Ryan, who appeared in a photoshoot together to publicise the issue.
Ryan said: "When I was on holiday a few years ago I just didn't apply enough suncream and I burnt my legs really badly. I now always remember to put sun block on my face and factor 25 on the rest of my body."