Sun protective behaviours declining in Canada, U.S.

Findings from a Canadian study show that despite decades of public health messaging, Canadians are spending more time in the sun and using less sun protection, even as melanoma rates are rising. Similarly, an American Academy of Dermatology (AAD) survey has revealed low rates of sun protective behaviour, even though half of Americans are concerned about skin aging.

The Canadian study, led by researchers from McGill University and funded by the Canadian Cancer Society, the Canadian Institutes of Health Research, the Cancer Research Society, and the Fonds de la recherche du Québec-Santé, was published in BMJ Public Health.

Researchers analyzed national survey data collected between 2011 and 2018 from more than 77,000 people, representing a weighted sample of 21 million Canadians.

They found that 75% of adult Canadians reported spending at least 30 minutes in the sun on summer days off, with nearly one-half staying out for two hours or more. Most reported irregular or no use of sunscreen. One in three Canadians experienced a sunburn in the past year.

Young adults were much more likely to get sunburned and use tanning beds than older adults, and they were also less likely to wear protective clothing.

“This increasing sun exposure and decreasing protection is very concerning,” said Dr. Ivan Litvinov, senior study author and Associate Professor of Dermatology at McGill, in a press release. “Episodic sunburns, especially in childhood or adolescence, significantly increase the risk of melanoma later in life.”

Dr. Litvinov identified cultural beauty standards, a sense of invincibility among youth, and potential cost barriers for sun protection as key factors driving these behaviours.

Melanoma rates in Canada rose by an estimated 17% in 2024 over the previous year, with approximately 11,000 new cases diagnosed across the country. Other forms of skin cancer are also becoming more common.

The AAD survey of more than 1,000 U.S. adults found that one-half worry about premature skin aging and only one-half use sunscreen regularly, while nearly one in four don’t know sunscreen helps prevent early aging.

Despite knowing that unprotected sun exposure contributes to skin aging, many Americans are not taking preventive measures to protect themselves. While 73% use products or procedures to prevent premature aging, only 56% use sunscreen regularly, and just 20% do so on cloudy days, according to the survey.

“Many people realize that sun exposure contributes to skin aging, yet there is a significant gap in understanding how to prevent it,” said Dr. Elizabeth Houshmand, a board-certified dermatologist in Dallas, in a press release. “Sunscreen is one of the most effective tools we have to slow premature aging, and unfortunately, this survey shows that many Americans either don’t use it regularly or don’t realize its full benefits.”

Survey findings showed more than two in five Americans are unaware of sunscreen’s full benefits, including its ability to prevent skin cancer, dark spots, and premature aging.