"We are also concerned about men who are often cavalier about burning and can regard looking after yourself as being sissy and not macho.

We're not saying don't go out - but just take care. Protecting your skin is not difficult

Martin Raymond HEBS spokesman

"This puts them at particular risk and we need to encourage them to protect themselves when out in the sun."

Hebs is running a 10 second television advertisement highlighting the dangers of exposure to the sun, particularly to children and outdoor workers.

Dr Inglis added: "Episodes of burning in childhood greatly increase the risk of developing skin cancer in the future, so parents need to be extra vigilant."

Hebs director of programmes, Martin Raymond, explained that Scots were at risk because the poor climate meant people were not in the habit of taking care in the sun.

He said: "One of the problems is that in Scotland we're complacent.

'Epidemic'

"When people live in a sunnier climate they tend to take more care but in Scotland we get less sunny days so people dive straight out.

"You see men with their shirts off and they seem to take great delight in going a lobster colour. That's a great concern for us."

He also explained that part of the reason for the growth in skin cancer cases is the increased popularity of cheap holidays to the sun.

He said: "The epidemic has been compounded by growth in package holidays to the Mediterranean. We hope that as people's attitudes change we will start to see a much lower rates of skin cancer."

Official figures reveal:

• 125 Scots are diagnosed with skin cancer every week

• 199 people died of skin cancer in Scotland in 1998, compared with 1997 when 182 people died

• In 1997 there were 6,739 cases of skin cancer in Scotland, up from 6,632 in 1996.

Mr Raymond added: "We're not saying don't go out - but just take care. Protecting your skin is not difficult."