Public health campaigns on the risks of sun exposure need to emphasise potential benefits, according to guidelines published today.
Communicating the risks and benefits of being in the sun is “a challenge,” according to the National Institute for Health and Care Excellence.
Its new guidance is aimed at public health professionals together with social care workers, who may work with vulnerable people.
Its 18 recommendations say media campaigns should emphasise how the risks and benefits of sunlight exposure vary with the individual.
Professor Gillian Leng, from NICE, said: “How much time we should spend in the sun depends on a number of factors including geographical location, time of day and year, weather conditions and natural skin colour.
“People with lighter skin, people who work outside and those of us who enjoy holidays in sunny countries all have a higher risk of experiencing skin damage and developing skin cancer. On the other hand, people who cover up for cultural reasons, are housebound or otherwise confined indoors for long periods of time are all at higher risk of low vitamin D levels.”
She added: “We need to better identify groups at risk of over or under exposure to sunlight and give them better understanding of why they may need to modify their behaviour and how.
“Our new recommendations will help tailor public health activities focused on those groups most at risk from over or under exposure to sunlight. They will ensure that all activities and campaigns take a balanced, consistent and effective approach, and ultimately make the sun more friend than foe.”
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