Young people are three times more likely to allow their skin to burn in the sun, research has shown.
Almost one in five (19%) teenagers and people in their 20s said they allow their skin to burn more than once a year, compared with 6% of those aged 31 to 60, and 3% of over-60s.
Younger people are also more likely to sit out in the sun during the hottest parts of the day.
Of those aged between 16 and 30, 54% soaked up the sun daily during summer, with 17% never avoiding the peak temperatures (11am to 3pm). This compares with 9% of 31 to 45-year-olds who choose not to seek shelter during the hottest times, and 6% of those aged 46 to 60.
The study of 1,000 people was carried out by the British Association of Dermatologists.
Dr Antonia Lloyd-Lavery, from Oxford Radcliffe Hospitals NHS Trust dermatology department, said: "Healthcare professionals must ensure that opportunities are taken to reinforce the importance of safe sun exposure among patients."