The British Association of Dermatologists has suggested that a sun-awareness campaign directed specifically at men would be ideal.

Nina Goad, a spokesperson for the organisation, makes her comments following the publication of research by Mintel which suggests that sun cream is less popular among men that their female counterparts.

It was found that just over a third (37 per cent) of men across France, Spain, Germany and the UK use such sun protection in comparison to 52 per cent of women in the countries studied.

Ms Goad states: "In just 25 years, melanoma cases increased more than threefold in men and more men than women die from melanoma, the deadliest type of skin cancer.

"This shows that there is really no excuse for men to be ignoring sun safety messages."

Concluding, she suggests that it would be a positive move for men's magazines to dedicate space to educating males about the dangers of exposure to the sun.

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