Large numbers of people see sun-burn as a way to get a better tan, campaigners warned today.
As many as 40% of people told pollsters they sometimes burn their skin "on purpose" to get a deeper tan.
And 25% said they felt that burning in the sun was the only way to get a tan.
Some 1,000 people were survey for the poll for Macmillan Cancer Support.
The survey found Midlanders and the Welsh were most likely to seek to get a tan by burning in the sun.
And 10% said they would sunbathe in the UK without sun-tan lotion this year.
Carol Goodman, a skin cancer nurse specialist, said: “This new research shows that despite being aware of the health risks people are still burning themselves in the sun in order to get a tan.
"As we start to look forward to summer after one of the coldest winters yet, it is alarming that staying safe in the sun is not a priority for many people."
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