Two-fifths of people (40%) say they burn their skin in the sun on purpose to “deepen a tan”, research has shown.
Despite 90% being aware that sunburn can cause skin cancer, 25% of 1,000 men and women polled believed this was the only way they would get tanned.
Getting a painful sunburn just once every two years can triple the risk of skin cancer (melanoma), research shows.
The number of people diagnosed with malignant melanoma, the most serious type of skin cancer, is on the rise in the UK with around 35 people being diagnosed every day.
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