Sunburn paradoxes and the New Zealand population

Aim Over the past decade, paradoxes have emerged in the skin cancer prevention and sunburn reduction literature. These include that individuals with higher sun protection knowledge; lower positive attitudes towards tanning; and who are users of sunscreen have higher odds of sunburn. It is also possible that sunburn paradoxes may be associated with those whose sunburn was unintended. New Zealand and Australia have, by far, the highest age standardised incidence rates of melanoma skin cancer in the world, and this study examines the extent to which sunburn and unintended sunburn is associated with the sunburn paradox variables.