According to Cancer Research UK, children in Britain could be three times more likely to develop malignant melonama than their parents - a problem that is being exacerbated by the increasing exposure to strong sun bought on by global warming and also during holidays abroad.
Cancer Research UK says that avoiding sun exposure all together is the best solution, but is also reiterates its recommendation that a sunscreen of at least factor 15 or more should be warn when exposed to the sun.
The warning comes as part of its re-launched SunSmart campaign, encouraging tan-loving young adults aged between 16 and 24 to avoid getting sun burnt. Particularly aimed at those with fairer complexions as well as individuals with lots of freckles or moles, the campaign stresses the fact that getting burnt can double the risk of getting melanoma later on in life.
According to the association's research, men and women born in 1970 and now in their mid 30s - are being diagnosed with melanoma at the same rate as people who were born in 1930 and did not develop melanoma until their 50s.
Every year in the UK alone, more than 7,000 people are diagnosed with malignant melanoma and about 1,700 die from it. However, considering the current rate of growth, diagnoses could be up to 20,000 by 2035.
With increasing awareness of the risk of excessive sun exposure, sunscreen manufacturers are investing increasing amounts of resources into the development of more comprehensive sun protection products.
Now manufacturers are offering sunscreen products with Sun Protection Factors of up to 60, as well as comprehensive protection against both UVA and UVB rays.
One of the key ingredients in these high protection formulations has proved to be Zinc Oxide. Although early formulations often left users with white streaks on their skin, increasingly sophisticated formulas mean that this is now likely to be a problem of the past.
Last month US-based Applied Nanoworks unveiled a brand new Zinc Oxide formula providing increased transparency, whilst optimising sun protection.
Japanese sunscreen manufacturers have had an industry-leading position with regards the development of high protection sunscreen products. At the end of last years Shiseido announced the development of a new UV protection technology with BASF.