High UK temperatures mean people should take more care

The Institute of Cancer Research and Superdrug poll of 1,010 people found 67% used high-factor protection while on holiday, but only 33% did in the UK.

Cancer experts warn that, with a hot August set to follow the hottest July on record, people should take care.

They said people wrongly thought in the UK the Sun was too weak to do any harm.

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 Professor Richard Marais, Institute of Cancer Research

The survey also found that 58% of people 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.

Almost four out of 10 people do not put on sunscreen for gardening and nearly half do not put it on for playing sports.

Too much exposure to the UV rays in sunlight can cause skin cancer.

'Everyday' exposure

There are about 70,000 new cases of skin cancer diagnosed in the UK each year, many of which could be prevented by avoiding overexposure to UV light.

About 8,000 of these are cases of malignant melanoma - the most deadly form of skin cancer - which is the fastest growing cancer in the UK.

In 38% of cases in men, melanomas develop on the trunk, while in women, 42% of melanomas occur on the legs - both areas of the body which tend to remain hidden until the Sun comes out.

Professor Richard Marais, of 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."

He added: "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 large amounts of sunlight without realising it.

"This summer we are urging people to protect themselves whether they are at home or abroad."

Genevieve Frisby, Cancer Research UK's SunSmart Campaign manager, said: "Although this survey was conducted in January when people's recollection of how often they use suncream can be hazy, the findings are worrying.