More than a quarter of teenagers admit getting sun burnt on purpose to try and get a tan, according to research published today.
Around a third (31pc) said they never used sun cream at home and more than half (55pc) believe the sun is not so powerful in the UK.
The research was carried out to mark the launch of a new sun safety campaign called Shunburn.
"We've found that young people display a worrying lack of awareness when it comes to protecting their skin from the sun," a spokesman said.
"We are trying to educate them to prevent problems with skin cancer later in life.
"If we can stop just one young person from developing skin cancer when they are older, then this campaign will have been worth it."
The campaign is being backed by Skins star Nicholas Hoult and former EastEnder Michelle Ryan.
Ryan said: "When I was on holiday a few years ago I just didn't apply enough suncream and I burnt my legs really badly.
"I now always remember to put sun block on my face and factor 25 on the rest of my body."