PRESS RELEASE
Heatwave Britain Ignoring Skin Cancer Warnings
Monday 31 July 2006
New Research Shows Brits Are Not Using Suncare in the UK
Shocking new survey results released today by The Institute of Cancer Research and Superdrug show that nearly one in four people do not bother to protect themselves when they are out in the sun in the UK. This is especially shocking given the news that July in Britain was the hottest on record and more is set to come for August.
The survey found that many people are consistently worse at protecting themselves from sun damage in the UK compared to abroad, with nearly two-thirds of people not using a high factor sunscreen when they are out in the sun in the UK compared to just over one-third of people abroad. Also, 58% of people admitted they did not protect themselves by covering up when in the UK and 48% do not stay out of the sun in the middle of the day when it is at its strongest.
Overexposure to UV rays can cause skin cancer, the most commonly diagnosed cancer in the UK, with over 70,000 new cases each year. Shockingly, the majority of cases of the disease can be prevented by avoiding overexposure to UV light.
The survey also found that when its hot and sunny in the UK nearly four out of 10 people do not put on sunscreen for gardening and nearly half do not put it on for playing sports.
Jeff Wemyss, Director of Beauty and Suncare at Superdrug said: “People sometimes assume that the sun abroad is stronger than that at home, however this is not automatically true, the recent heat wave shows that sun protection is an essential part of a summer routine, whether you’re in Birmingham or Barbados. We know that many cases of skin cancer could be prevented which is why we are supporting The SAFE Campaign.”
Superdrug is supporting The Institute of Cancer Research’s skin awareness campaign SAFE (Skin Awareness For Everyone) this summer. The SAFE Campaign encourages people to be skin and sun aware, and raises funds for vital research into skin cancer. Throughout the summer Superdrug will distribute in-store literature with advice and tips on staying safe in the sun as well as raising funds for research into skin cancer. Superdrug is currently campaigning for a reduction on VAT for children’s sun care, at present is classed as a ‘luxury’ item and liable to the full 17.5 percent VAT. Superdrug cut the prices of its own Solait range of children’s sun care earlier this summer to pay the VAT on behalf of customers, saving up to £1.80 per bottle.
Professor Richard Marais from The Institute of Cancer Research 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.”
“It is particularly worrying that many people still don’t protect themselves during everyday activities such as gardening and playing sports where you can be exposed to a large amounts of sunlight without realising it. This summer we are urging people to protect themselves whether they are at home or abroad.”
Malignant melanoma - the most deadly form of skin cancer - is the fastest growing cancer in the UK, with nearly 8,000 new cases diagnosed each year. The most common place for men to get malignant melanoma is on their trunk (38% of cases) and for women it’s on their legs (42% of cases), areas which can often be exposed during everyday activities in the summer months such as working outdoors and playing sport. Superdrug and The SAFE Campaign urge people to take care of themselves when they are at home and abroad.
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For further information on SAFE @ Superdrug and the children’s sun tax campaign please contact Jenny Hill or Zaria Pinchbeck on 020 7896 3404 or superdrug@z-pr.com
For further information on The Institute of Cancer Research please call 020 7153 5359
Notes to editors:
- To sign the online petition calling for children's suncare to be re-classified as an essential item, and therefore eligible for 5 per cent VAT, please visit www.superdrug.com/suntaxletter.php
- Superdrug is the United Kingdom's second-largest Health & Beauty retail chain, attracting more than seven million customers to its stores during the Christmas season alone. The successful Superdrug formula is attributed to its commitment in maintaining an extensive range of its own well-recognised and high quality brands. Superdrug currently operates 700 stores in England, Scotland, Wales and Northern Ireland.
- Superdrug is one of the health & beauty retail brands from the A.S. Watson Group (ASW) family - the world's largest health & beauty retailer and the largest perfumeries & cosmetics retailer. With a history dating back to 1828, ASW has evolved into an international retail and manufacturing business with operations in 34markets worldwide.
- AS Watson has a network of over 7,100 retail stores globally with store in over 1,800 cities. AS Watson currently has over 90,000 employees and serves over 25 million customers a week
SAFE Checklist:
Whether you are in the UK or abroad, protect your skin by:
- Covering up in the sun and staying in the shade when the sun is at its strongest, between 11am and 3pm
- Wearing factor 15+ sunscreen
- Taking extra care with children and if you have fair skin
- Regularly checking your skin for new moles or changes to existing moles or skin
- Visiting your GP immediately if you notice any unusual changes to your skin or moles
What to look out for:
If you notice any of the following changes you should visit your GP immediately:
- New sores and lumps that do not heal after a month
- Spots or sores that bleed, itch, develop a crust or hurt
- Unexplained skin ulcers
- New or existing moles which appear to be growing or changing shape
- New or existing moles which are a range of shades of brown and black
- New or existing moles which are larger than 6mm in diameter
- New or existing moles which have jagged edges
- New or existing moles which bleed, ooze
Patient Leaflets
For a free leaflet on how to help prevent skin cancer and the signs / symptoms to look out for please call 0800 731 9468.
SAFE @ Superdrug
High street retailer Superdrug is supporting The SAFE Campaign to promote skin and sun protection. They will be running a product promotion on SPF15+ sunscreen in their Solait range later in the year which will help to raise vital funds for skin cancer research at The Institute Of Cancer Research.
Survey
Carried out by ICM Research on behalf of The Institute Of Cancer Research. ICM interviewed a random sample of 1010 adults’ aged 18+, by telephone between 18th and 19th January 2006. Interviews were conducted across the country and the results have been weighted to the profile of all adults. ICM is a member of the British Polling Council and abides by its rules. Further information at www.icmresearch.co.uk
The SAFE Campaign
SAFE is a campaign run by The Institute of Cancer Research to encourage people to be skin and sun aware, and raise funds for our vital research in this area.
To find out more about SAFE and ways in which you can help raise funds for skin cancer research or for further information on skin cancer please contact SAFE on 0800 731 9468 or visit www.safe-campaign.org
The Institute Of Cancer Research
The Institute of Cancer Research is Europe’s leading cancer research centre with expert scientists working on cutting edge research. It was founded in 1909 to carry out research into the causes of cancer and to develop new strategies for its prevention, diagnosis, treatment and care. Website at: www.icr.ac.uk
