Building workers have been warned to cover up amid warnings that sunburn could be "the new asbestos" - and businesses could find themselves liable.
The message from Cancer Research UK, as part of its SunSmart campaign, came as insurance industry officials warned that sunburn, which can cause skin cancer, could be the biggest new threat to the building industry by generating huge employers' liability claims.
As part of its national SunSmart Campaign, Cancer Research UK took its road-show to meet the construction team from Wates Group who are working on a £5.2 million facelift of four tower blocks in Civic Close, Birmingham, as part of the Birmingham Construction Partnership.
This year the charity's SunSmart campaign is focusing on outdoor workers in an effort to raise awareness of skin cancer and the importance of reporting any skin changes to a doctor.
Those most at risk are people with fair skin, lots of moles or freckles or a family history of skin cancer.
They need to take extra care and check their skin regularly for early signs of skin cancer.
Wates Group invited Cancer Research UK on site following a survey which showed that 74 per cent of men in the West Midlands did not think they were at risk of skin cancer.
Despite this, 39 per cent admitted to having been sunburnt and 33 per cent said they would not go to the doctor if they noticed changes to their moles.
Nearly two-thirds fail to use a high factor sunscreen in the UK compared with just over a third who use it when on holiday. More than half (58 per cent) do not bother covering up in the UK sun and 48 per cent do not stay out of the sun when it is at its hottest, around midday.
Almost four in ten do not put on sunscreen for gardening in the UK and nearly half do not bother for outdoor sports.
The survey was carried out for Superdrug and The Institute of Cancer Research, which said about 70,000 new cases of skin cancer are diagnosed in the UK each year.
Professor Richard Marais, of the Institute, said: "The research highlights a common misconception that the sun in the UK is not dangerous and you do not need to protect yourself.
"Whilst the UV rays may not be as strong in the UK as they are in some countries they still damage skin and can cause skin cancer."