BURNING ISSUE More than a third of parents say their children have suffered sunburn, a survey in the UK has indicated.
Yet it also reveals 41 per cent of parents like to see their children with a tan.
Cancer Research UK, which commissioned the survey, said the findings showed many parents were failing to take skin cancer warnings seriously. The findings were published to mark a new public awareness campaign, which will see posters in nurseries, GP surgeries and outlets of Boots.
The poster (see picture), created for Cancer Research UK's SunSmart campaign, has been designed to highlight how quickly children's skin can burn in the sun and to help remind parents to protect their children, said campaign co-ordinator Sara Hiom.
"Our survey shows that just over three-quarters of parents know that it's never OK for a child to go red in the sun, but they may not always realise that young skin can burn very quickly, in as little as 10 minutes. Sometimes, even with the best intentions, we can be caught out," she added.