The bronze debate: Looking gold versus getting old

Although knowledge of links between sun exposure and skin cancer risks is increasing, young adults continue to intentionally expose themselves to high levels of UV exposure without adopting recommended sun protection behaviours. A pilot study of UK university students’ attitudes towards sun protection behaviour found that significant challenges must be overcome to achieve a change in social norms relating to the social desirability of a tan. Implications for further research and public policy considerations conclude the paper.