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The majority of people are more worried about skin cancer than they were a decade ago but still do not protect themselves, a survey has suggested.
The Institute of Cancer Research poll of 2,000 people found more than a third do not use sunscreen when sunbathing.
The incidence of melanoma skin cancer will treble in the next 30 years, with climate change likely to exacerbate the problem, they warned.
Experts said people needed to know most cases of skin cancer could be avoided.
The Institute's SAFE campaign found that 60% of those questioned are more worried about skin cancer now than they were 10 years ago.
But despite the widespread concern, 35% of people do not use sunscreen when sunbathing.
One in 10 said more should be done to educate people about the dangers of skin cancer.
And only just over half (52%) could identify the signs and symptoms of the disease.
Climate concern
More than 75,000 new cases of skin cancer are diagnosed in the UK each year, a figure that is rising.
Experts also warn that climate change may cause the number of cases to increase even more dramatically than predicted.
If this leads to more sunshine then it is likely that the incidence of skin cancer, which is caused by overexposure to UV light, will rise at an even more alarming rate."
It is vitally important that everyone is aware of how to protect themselves from the harmful rays of the sun."
Most cases of skin cancer could be avoided and treated if caught early enough.
Up to eight in 10 skin cancers could be prevented by being aware of the dangers, so it's very important to no how to enjoy the sun safely.
Sunscreens can help to protect against skin cancer, but they're not enough on their own.
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Melanoma is the rarest yet most dangerous form of skin cancer. Melanomas can appear at any age and on any area of the body. They can develop from existing moles but can also grow from normal skin. Look for a change in the size, shape, color or surface texture of a spot. Early detection is vital
Basal Cell Carcinoma (BCC) is the most common and least dangerous of skin cancers. BCC's can appear in exposed areas as a lump or scaly area that is red, pale or pearly in colour on the head, neck, upper torso and limbs. They grow slowly and may become ulcerated like an unhealing or recurring sore. BCC's are easily treated.
Squamous Cell Carcinoma (SCC) is the second most common form of skin cancer. It is not as dangerous as melanoma but may spread to other parts of the body if not treated. SCC's arise from the skin usually in sun-exposed areas such as head, neck, hands, forearms, trunk and lower limbs. 
They can grow quite rapidly, usually as a pink, scaly lump that may also ulcerate Solar Keratoses (Sunspot) most often appear on sun-exposed skin in the over 40 group. Sunspots are not cancerous but should be considered as a warning that you are susceptible to skin cancer. Sunspots are characterised by red, flat areas that appear scaly and may sting if scratched.
