A multinational survey involving 17 countries across Europe and Asia revealed a troubling pattern: many adults still believe that sun exposure can be beneficial and that sunscreen is unnecessary. The findings were shared during the 31st Congress of the European Academy of Dermatology and Venereology, where researchers discussed how long-standing beliefs about tanning persist despite widespread campaigns highlighting the cancer risks linked to ultraviolet radiation.
In a broader study, 17,000 adults from diverse regions, including roughly 6,000 participants from the United Kingdom, Germany, France, Spain, Italy, and Russia, demonstrated how myths about so‑called healthy tanning and sun protection endure even as public health messages grow louder. About eight in ten Europeans described tanning as attractive, and a similar proportion—around 73 percent—equated tanning with health benefits, underscoring a significant disconnect between appearance-driven attitudes and actual skin cancer risk. When compared with respondents from regions outside Europe, including the Americas, Africa, Oceania, and parts of Asia, the enthusiasm for tanning remained notable, though lower in some areas. In those non-European populations, about two-thirds found tanning appealing, and roughly 59 percent perceived tanning as healthy, signaling a global patchwork of beliefs about sun exposure.
A pervasive misconception persisted regarding sun protection on overcast days. Specifically, 56 percent of European respondents and 64 percent of non-European respondents believed that cloud cover negates the need for sun safety. Across nearly all countries surveyed, roughly one in four people thought that having a tan eliminates the necessity for UV protection, revealing a common misperception about the cumulative damage caused by UV radiation even on cloudy days.
Ignorance about practical protection extended to sunscreen use. Only a small minority reported consistent sun safety practices, with about 10 percent of Europeans and 14 percent of non-European respondents engaging in any form of protective behavior. This included regular or frequent sunscreen application, seeking shade, wearing a hat, or choosing protective clothing throughout the year. The data point to a sizable gap between awareness campaigns and daily sunscreen habits, suggesting that many people underestimate the risk of UV exposure in everyday life.
Recent population estimates indicate that ultraviolet exposure contributes to more than eight in ten visible signs of photoaging and plays a substantial role in the development of skin cancer. In Europe alone, roughly 1.7 percent of the adult population—about 7.3 million people—are affected by skin cancer, a reminder that prevention remains critical. The researchers emphasize that sunscreen should be used year-round, including on overcast days, and that reapplication every two hours is essential for maintaining effective protection. These recommendations align with dermatology guidelines that prioritize consistent and comprehensive sun safety to reduce both short-term damage and long-term health risks.
Because sun exposure carries cumulative effects across a lifetime, the findings underscore the need for targeted education that translates awareness into consistent daily habits. Public health efforts must continue to address the gaps between perceived risks and actual protection, helping people recognize that UV rays can cause harm even when the sky is cloudy and that ongoing protection is a practical, everyday choice rather than a seasonal precaution. Marked recommendations from dermatology researchers advocate making sunscreen a routine part of daily life, reinforcing the idea that effective sun safety combines behavior, protective clothing, shade, and mindful sun exposure, regardless of geography or season.