As temperatures soar across the UK once again, we hear the same messages repeated every summer: drink more water, stay in the shade and wear sunscreen.

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Yet despite decades of public health campaigns, many Britons still view sunburn as little more than an occupational hazard of a nice day out. As a GP and skin cancer specialist, I can tell you that mindset is becoming increasingly dangerous.

Every year I see more patients presenting with skin cancers, precancerous lesions and sun damage that could have been prevented. What is particularly concerning is the growing number of cases among people over 50. Many of these individuals are now paying the price for years, or even decades, of unprotected sun exposure.

The reality is that skin cancer is no longer a niche health issue. It is one of the fastest-rising cancers in the UK. The problem is that skin cancer doesn't usually appear overnight. The damage accumulates slowly. A severe sunburn in your twenties, regular gardening without protection in........

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