Skin Cancer Prevention is about more than sunscreen
New Canadian Research Calls for a Shift in Public Health Messaging
As summer begins, Canadians are preparing to spend more time outdoors. But new Canadian research suggests that preventing skin cancer requires more than simply reminding people to wear sunscreen—it requires changing how we think about sun protection.
Research led by Dr. Ivan Litvinov, dermatologist and researcher at the St. Mary’s Hospital Centre, McGill University, examined sun exposure and protection behaviours across Canada in both adults and adolescents. Together, these studies paint a concerning picture: despite decades of public education, risky UV exposure remains common, particularly among young people.
The national adult study found that one in three Canadians, or 33.3%, reported at least one sunburn during the previous year.[1] Younger adults were nearly twice as likely to experience sunburn as older Canadians, were substantially more likely to use tanning beds, and spent significantly more time in the sun. At the same time, the prevalence of prolonged sun exposure has increased over time, while regular sunscreen use has declined.
The companion study in Canadian adolescents found similarly concerning patterns.[2] Canada has made minimal progress in improving sun-safe behaviours among youth, with a marked decline in protective practices during late adolescence—a period when independence increases but lifelong habits are being established. The findings suggest that current public health messages are not effectively reaching this high-risk group.
“Our findings suggest that the challenge is no longer simply awareness,” says Dr. Litvinov. “Most Canadians know that ultraviolet radiation causes skin cancer. The problem is that knowledge alone is not consistently translating into safer behaviours.”
The research highlights an emerging behavioural phenomenon sometimes referred to as the “Sunscreen Paradox.”[3] People who expect to spend the most time in the sun are often the most likely to use sunscreen, yet sunscreen may unintentionally provide a false sense of security if it is used to extend sun exposure rather than reduce its harmful effects. Sunscreen remains an essential and effective tool for preventing UV damage, but it should complement—not replace—other protective measures.
Another reason changing behaviour is difficult is biological. Ultraviolet radiation stimulates the release of beta-endorphins, chemicals involved in the brain’s reward pathways, which may partly explain why many individuals continue to seek tanning despite understanding its risks.
The research supports a broader approach to sun safety that combines sunscreen with other protective strategies:
- Seek shade, particularly during peak UV hours.
- Wear protective clothing, including a wide-brimmed hat, UV-blocking sunglasses, and tightly woven clothing.
- Apply a broad-spectrum SPF 30 or higher sunscreen to exposed skin, using sufficient amounts and reapplying every two hours or after swimming or heavy sweating.
“Prevention isn’t about avoiding the outdoors,” says Dr. Litvinov. “It’s about reducing unnecessary UV exposure while still enjoying outdoor activities safely.”
Together, these national studies suggest that future skin cancer prevention efforts should move beyond sunscreen-only messaging and place greater emphasis on comprehensive sun-safe behaviours, particularly among adolescents and young adults, who continue to bear the greatest burden of preventable UV exposure.
Sources
[2] Sun Exposure and Protection Practices Among Youths in Canada. JAMA Network Open.
https://jamanetwork.com/journals/jamanetworkopen/fullarticle/2843421