BRITS have fallen out of love with sunbathing as many now heed cancer warnings – with just a third describing themselves as a ‘sunseeker’. A poll of 2,000 adults found 50 per cent take UV rays more seriously than they did five years ago - most of whom were aged 25-35 (83 per cent). 1 Up to 50 per cent of Brits take sun cancer warnings more seriously than they did five years ago Credit: Getty On a typical sunny day, the average adult will apply SPF three times in total, but a third protect their skin regardless of the weather.
Meanwhile, 24 per cent limit how long they spend in the sun, with 68 per cent only spending up to four hours outside on a hot day. The study was commissioned by Kopparberg, which has partnered with UK charity Melanoma Fund to encourage the nation to drink responsibly while helping raise awareness for the important work the charity does. It also emerged that while 78 per cent are more conscious of sun exposure now than when they were younger, 29 per cent believe there still isn’t enough awareness about the dangers.
In response to the findings, the beverage brand has launched SPF50 sunscreen, which will be available in select UK pubs as part of its summer-long campaign to promote sun-safe lifestyles - and help people keep their skin safe from harmful UV rays. Rob Salvesen at Kopparberg said: "We recognise our duty to encourage responsible enjoyment during the longer, sunnier days. "Raising sun protection awareness is key which is why we've partnere.
