With one in three Midlanders suffering significant sun damage by the age of 24, it is clear the 'safe sun' message is not being heeded. Health Correspondent Emma Brady underwent a skin scan to see what damage daily exposure can do to a person's face.
Slip, slap, slop. That is the Australian's motto for staying safe in the sun: Slip on a hat, slap on the sunscreen and slop on a T-shirt.
It makes sense for those living in the southern hemisphere to adhere to that simple but effective advice, but living in unpredictable British climes has resulted in a largely laissez-faire attitude to skincare in the sun.
Although celebrities like Kelly Osbourne, Dita von Teese and model Lily Cole are famed for their porcelain complexions, it remains fashionable to appear sunkissed all year round.
New figures published by Sk:n, a Birmingham-based chain of dermatology clinics, show a third of people aged under 25 in the region have already developed pigmentation marks, new freckles and moles.
More than 10 per cent admitted they only use sunscreen after their skin has been burned, with eight per cent confessing to not using any sun protection at all.
Although nearly 90 per cent do apply sunscreen before hitting the beach while on holiday, nearly 65 per cent would rather invest in make-up than a high factor facial sunblock.
But Dr Sean Lanigan, group medical director of Sk:n and a consultant dermatologist at City Hospital, in Winson Green, said it was important to use sunscreen on a daily basis, not just when abroad.
"I think people are generally aware of the dangers of burning during their two weeks in the sun, but ultimately I think skin cancer and skin ageing aren't seen as an immediate threat, it's seen as something that happens later in life," said Dr Lanigan.
"They don't see daily sun exposure as being a problem because Britain isn't a country with a hot climate, but 60,000 new cases of skin cancer are diagnosed every year.
"Scotland and Wales have seen the biggest increases in new cases, but at City Hospital in Birmingham about 50 per cent of the patients are being treated for skin cancer.
"Although most of what we see is sun-related, people seem to forget that smoking, a poor diet and alcohol can also play a part in causing irreversible damage to their skin."
To encourage the public to take care of their skin, Sk:n is offering facial scans and analysis for £1, which usually costs £25, at all its clinics including Edgbaston and the city centre.
Matthew Patey chief executive of the British Skin Foundation, which received £10,000 raised by Sk:n clinics across the UK from the £1 skin assessments, said: "Britain only seems to have got the message up to a certain point, such as protecting themselves on holiday, but many people are still unaware of the day-to-day damage that can be caused by the sun.
"People with Celtic or Gaelic colouring - pale skin, dark or red hair - are at most risk of burning or developing a melanoma if they don't protect themselves, but that's not to say everyone else can be complacent.
"Adults should wear sunscreen with an SPF 15 or higher, while children should use an SPF 30 cream or higher to protect themselves. It's a simple message but it's still not getting through."