16.05.09

BRITS GO FOR THE BURN IN THE BRITISH SUN
- research reveals parent's dangerous sun protection habits when holidaying at home -

Experts this bank holiday have warned parents to ensure their children are protected from the sun as the year of the great British holiday begins amid the recession.

The alert comes in the wake of a study which revealed parents are less likely to apply sun cream to their kids in this country because they underestimate the sun's strength.

Fifty-eight per cent of families will holiday at on the UK mainland this summer as the recession leaves many unable to afford a luxury foreign break.

Martin Crisp, Superintendent pharmacist at Superdrug said: ''Skin cancer is the fastest growing cancer in our country and this year the use of adequate protection against the rays of the sun is more important than ever.

“Although cases of child sun cancer are rare, it is accepted that the treatment of the skin while in childhood has a real affect on chances of being diagnosed later in life. In particular, blistering sunburns in childhood and adolescence significantly increase the risk of developing malignant melanoma in adulthood.

“The use of high factor sun protection from infancy is a vital part of skin cancer prevention. This summer our nurse clinics will be offering parents advice on the best way to apply sun cream for a safe summer.”

The poll of 1,000 parents revealed that while 93 per cent always pack sun cream for the family when they go abroad, only 61 per cent take it with them on a break in the UK.

More than one in ten even admitted that they rarely put sun cream on their children when on holiday in this country.

Half also said they aren’t as quick to apply sun protection once the sun comes out as they are when they are abroad.

But it’s not just on holidays in the UK that people don’t protect their kids from the sun as 59 per cent admitted they have forgot to put cream on during a sunny day.

And 78 per cent said their children often play outside in the hot sun without any cream on.

So it’s not surprising that 38 per cent of children have suffered from sunburn after being out in the British sun,

But even some of those who are applying sun cream to their children are still risking sunburn as 13 per cent never use anything over a factor ten on their youngsters.

And 15 per cent hardly ever reapply the cream during the day to make sure they are still fully protected.

This year Superdrug will be working with Teenage Cancer Trust on the Shunburn campaign to educate on the important of being safe in the sun.

Simon Davies, Chief Executive, Teenage Cancer Trust said: “We are delighted that Superdrug will be supporting our Shunburn campaign for a second year. It’s vital that young people know how to look after their skin in the sun to reduce their risk of getting skin cancer. Through our campaign we will be letting teenagers know that it’s the damage done to the skin in the early years that makes you more susceptible to melanoma but that it’s still possible to have fun in the sun while taking care of your skin.

“We also want to raise awareness of the fact that it is as important for young people to take care of their skin in the UK as it is when they are abroad. With more and more people holidaying in this country this is a very important message to get across. With Superdrug’s support we know that this year’s Sunburn campaign will be a great success.”

This summer sees Superdrug’s third year of lobbying the government to see sun protection reclassified a health essential, meaning a cut in VAT to just five per cent. It is estimated that making this cut could save Brits up to £20m every year on the cost of sun protection. Visit www.superdrug.com to sign the petition.

Download press release as a PDF