As melanoma cases in the UK soar to unprecedented levels, a troubling trend is emerging: a significant number of young men are shunning sunscreen in favour of sun exposure, spurred on by misguided influencers. Experts are sounding the alarm on the dangers associated with this reckless behaviour, highlighting the urgent need for better education on sun safety.
The Melanoma Epidemic
Recent data from Cancer Research UK reveals a staggering reality; for the first time, diagnoses of melanoma— the most lethal form of skin cancer— have surpassed 20,000 annually. Tragically, around 2,600 people lose their lives to this disease each year, which translates to approximately seven fatalities every single day. The question looms: why are these numbers climbing so rapidly despite the fact that a staggering 90% of non-melanoma and 86% of melanoma skin cancers are preventable?
According to Dr Rachel Orritt, health information manager at Cancer Research UK, the ageing population and increased overall numbers contribute to the rising cancer cases. “As we grow older, the cumulative damage from UV exposure increases our risk of developing melanoma,” Dr Orritt explains. However, other factors are also at play in this disturbing trend.
The Return of Reckless Tanning
Over the last few years, societal attitudes towards sun exposure have taken a concerning turn, with a resurgence of the Noughties’ sun-worshipping culture. Today, young people are not only turning to tanning apps to optimise their sun exposure but are also experimenting with risky practices like sun “tattoos” using tan lines. The popularity of tanning beds has also surged, with Dr Amy Perkins, consultant dermatologist and spokesperson for the skin cancer charity Skcin, noting an alarming increase in melanoma diagnoses among individuals in their twenties. “It’s shocking to see so many young people accepting sunbed use as normal,” she adds.
Both the sun’s rays and tanning beds are classified as group one carcinogens by the World Health Organisation, placing them in the same perilous category as tobacco and asbestos. Yet, many young individuals remain blissfully unaware of the associated risks, with investigations revealing that minors are gaining access to tanning salons despite legal restrictions.
Misinformation and the Rise of Toxic Masculinity
The proliferation of harmful misinformation on platforms like TikTok has exacerbated the crisis. Influencers promoting the idea that sunscreen is “toxic” are gaining traction, leading followers to ditch this essential protective measure. James Welsh, a popular UK-based beauty content creator, recently expressed his frustration over such dangerous rhetoric, highlighting the absurdity of influencers discarding sunscreen in favour of sun exposure.
One particularly troubling instance involved reality TV star Samantha Faiers, who claimed to her 2.5 million Instagram followers that she and her children had built up a “good tolerance” to the sun and did not need sunscreen. This kind of rhetoric is not only scientifically unfounded but poses a direct threat to public health, as Thorrun Govind, a pharmacist and healthcare commentator, points out: “It’s alarming that anyone can share potentially lethal misinformation online without consequence.”
Moreover, the issue of toxic masculinity plays a significant role in the reluctance of young men to use sunscreen. A recent study published in *Nature* highlighted that adherence to traditional masculine ideals correlates with lower rates of sunscreen use among young men. Dr Rakesh Anand, a consultant dermatologist, acknowledges this cultural barrier, stating that changing perceptions is essential for improving sun safety among men.
Recommendations for Change
In response to this rising crisis, the All-Party Parliamentary Group (APPG) on skin cancer has released a report titled “Preventable Crisis: The Case for a National UV Safety Strategy,” outlining several crucial recommendations. These include leveraging the Online Safety Act to hold social media platforms accountable for the spread of misleading information and integrating UV safety education into the secondary school curriculum.
Campaigns like “Expose the Glow” aim to educate young people on the dangers of tanning and promote healthy sun protection habits. Additionally, proposals to eliminate VAT on sunscreen and ban the use of tanning beds are gaining momentum, with models from countries like Australia and Brazil showing promising results in reducing skin cancer rates.
Why it Matters
The rising incidence of skin cancer in the UK is not just a personal issue; it’s a public health crisis that demands immediate attention. By addressing the dangerous influence of social media, combating harmful misinformation, and challenging societal norms surrounding masculinity, we can significantly reduce melanoma cases and save lives. As Dr Anand succinctly puts it, “Sun protection is primarily about behaviour, and the majority of skin cancer cases are preventable.” It’s time for society to embrace this message and prioritise skin health for all.
