Our young Australians are often faced with the social pressure of tanning, so what needs to change?

In Australia and New Zealand, we have the world’s highest rates of melanoma¹, the most dangerous type of skin cancer. Two thirds of Australians will be diagnosed with skin cancer during their lifetime, and melanoma is the most common cancer in those aged 19-35. Nearly all cases of melanoma and other skin cancers are directly related to sun exposure, and most² cases are therefore preventable, with good sun protection from a young age.

Our location in the Southern Hemisphere makes us naturally more vulnerable to the sun’s rays, and the (mostly) good weather means that many of our daily activities in school, leisure and work are outdoors. On a summer’s day in Australia, sun damage can occur in as little as five minutes in the sunshine. Add to this, we have a majority fair skinned population³ meaning that many of us have a naturally higher risk of sun damage and skin cancer.

This all sounds scary, but in reality it means that we have the power to prevent most cases of skin cancer, with good sun protection, and having an awareness of when to be worried about our skin.

What is UV? Why does it matter?

During young adulthood, exposure to sun’s rays can be particularly damaging and It is a critical time to develop early sun protection happens to limit lifetime exposure and cumulative risk of sun damage

Why is ‘having a tan’ desired – a brief history

Throughout history in the Western world, pale skin – in those of Caucasian ethnicity – has been thought of as a status symbol – the Romans, Greeks, and aristocracy of Europe would stay out of the sun and powder themselves white (risking lead poisoning) to remain fair skinned. It was a sign of wealth, that you weren’t exposed to the sun during outdoor labour, as the working classes would have been. This changed in the 19th Century during the Industrial Revolution, where the working classes moved inside to work in factories, and lived in cramped, dark housing – being fair skinned was no longer a status symbol.

As travel to sunnier locations became possible in Western Europe and America, having a tan was seen as a symbol you could afford a foreign holiday, and it became trendy. Famously Coco Chanel “invented sunbathing”, after she caught the sun on a cruise in Cannes. This trend continued throughout the period; a survey in the UK reported that 50% of respondents said the single most important reason they went on holiday was to achieve a tan.

It is important to note, however, that this is largely confined to the Western world and those of Caucasian ethnicity, and throughout Asia there are also cultural practices and beliefs that pale skin is favoured. There are similarly damaging techniques used in these regions, like skin bleaching. Those with dark skin, containing higher amounts of melanin, are less vulnerable to UV radiation, however there is still a risk of developing DNA damage and skin cancer.

What about now?

People continue to go to great lengths to achieve the perfect tan. Cosmetic brands spend millions perfecting their self tanners and spray tans, with a market value of over $1 billion in the US⁴. Engineering has created dangerous sun beds, or solariums, marketed at teens and young people globally. Pharmaceutical companies have even developed tablets with synthetic chemicals called canthaxanin, which have been proven to be dangerous – causing visual loss and blood disorders.

The cultural influence of celebrities and social media have a huge impact on teens and adolescents. How long do you have to scroll down your Instagram feed before you see a photo of an influencer or celebrity with tanned, “golden” skin? Next time you’re on one of these platforms, note how many photos you can see taken on sunny beaches, and whether the people in these photos are displaying any kind of physical sun protection… you’ll be surprised.

These images are seen by millions of young people across the world. This public ‘reward’ for golden skin glamorises having a tan, and glamorises sun exposure – which is damaging to young consumers.

What can we do?

• Avoid the sun during peak UV index, usually between 12-5, many apps like this one are helpful for checking UV index
• Even if it’s cloudy, the sun can still be damaging! Even when it is cold or even snowing – it is still there! Use SPF whatever the weather
• Use products with an SPF of at least 30, always remembering the back of the neck, lips and ears!
• Use makeup and skin care with SPF, so you don’t even have to think about it 
• Wide brimmed hats and sunglasses with adequate protection
• Use self tanners! If you are hoping for the sun kissed look, these days the market is full of natural looking, non-smelly products
• Go for skin checks and learn to be aware of your own moles, and when to be concerned. MSCAN hosts regular free skin checks with employers and for the public, check our webpage for details

What needs to change?

Anti-smoking campaigns displaying photos of the damaging effects of smoking on cigarette packets, have been successful in reducing rates of smoking. A similar “shock” technique has been adapted for skin cancer, with campaigns at beaches and shopping malls showing the effects of skin cancer, and skin cancer treatments – for example the NSW Dark Side of Tanning campaign. Updated versions of this would be useful.

Young survivors of skin cancer visiting schools and sharing their stories would be engaging and relatable for this demographic.

The Australian Government and the Cancer Council developed a campaign in Summer 2024 targeting the attitudes and behaviours of 18 – 30 year olds: End the Trend

National solutions

Sun protection needs to become a national priority; schools and universities should all offer advice and education to students, on why we need to protect, what to look for that may be concerning on the skin, and how best to protect and seek help.

Events and venues, for example the Australian Open and MCG, provide free miniature sun cream and skin checks, making sun safety a normal part of everyone’s day out. More campaigns like this should be encouraged with investment from all stakeholders – the government and local councils, event sponsors, and industry players.

Developing targeted screening programs are another key part of our national journey towards reducing skin cancer, and something MSCAN is passionate about. Read more about this here.

Law and the government

• In Australia, unlike most other countries, sun beds, solariums or collariums, as they are sometimes called, are illegal for commercial use in all states, except NT. However, it is important to note they can still be sold privately online and this means that people continue to use them, and offer their use to others. Clamp down from the government on their private use should be a priority.
• Work places and schools are required by law to provide a safe environment, which includes sun protection. If this is not provided, you can escalate this to your local council.
• Cheaper sun protection products are available for outside workers, and information on this can be accessed on the ATO website
• Sun protection products containing SPF <30 should have reduced market presence, as these are unlikely to provide adequate protection and can give a false sense of security.

So, next time you’re going to the beach, pool or park, think about your sun protection plan.

The damage just isn’t worth it.

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1. https://www.cancer.org.au/cancer-information/types-of-cancer/melanoma [↩]
2. https://www.healthdirect.gov.au/skin-cancer-and-melanomas [↩]
3. https://www.indexmundi.com/australia/demographics_profile.html#:~:text=25%2C809%2C973%20(July%202021%20est.)&text=English%2025.9%25%2C%20Australian%2025.4%25,15.8%25%20(includes%20Australian%20Aboriginal%20 [↩]
4. https://www.fortunebusinessinsights.com/self-tanning-products-market-104609#:~:text=KEY%20MARKET%20INSIGHTS&text=The%20self%2Dtanning%20products%20market,glow%20to%20the%20users’%20skin [↩]