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Though the majority of Britons would admit to being well aware of the skin cancer risk posed by prolonged exposure to the sun, many are ignoring the dangers whilst at home.
A survey commissioned by skincare manufacturers La Roche-Posay found that 48 per cent of Brits who are careful to use sunscreen abroad, don't bother at home, while a sizeable 13 per cent refuse to protect themselves whether at home or abroad.
With the annual foreign holiday being shunned by those struggling to make ends meet, more and more UK residents are planning staycations in order to get a break.
But experts have warned that skin cancer in the UK is on the rise, with almost 100,000 adults diagnosed with the disease each year, and it's time we took more care whilst holidaying on native shores.
Dr Jonathan Bowling of Oxford Radcliffe Hospitals NHS Trust told the Daily Express: "New cases of melanoma are rising at a rapid rate compared with countries such as Australia where they have hot weather all year round.
Dr Bowling recommends a water-resistant sunscreen with an protection factor of no less than 30 and suggest Britons regularly check moles for signs of a developing problem.
And even those opting for a safe tanning lotion should remember it is still important to protect their skin during the summer months.
What do you think? Are Brits too concerned with getting a tan, even at the expense of their health? Leave a comment below...