Media release: High sunburn rates in Aotearoa - We need more investment in skin cancer prevention

Many New Zealanders experience sunburn each summer despite awareness of skin cancer risks, with nearly two-thirds of adults reporting at least one sunburn during last summer, according to the 2025 National Skin Cancer Survey.

The just-released survey was conducted by Te Rōpū Rangahau ō Te Kāhui Matepukupuku, the Cancer Society – University of Otago Research Collaboration and sampled 2,198 adults aged 18 years and over. The findings are presented in the latest Briefing from the Public Health Communication Centre.

Overall, 64% of respondents reported at least one sunburn and 26% reported a severe sunburn, defined as pain lasting two or more days or blistering. Rates were highest among young adults aged 18–24 years, with 87% of females and 77% of males reporting sunburn. More than one-third of people in this age group reported more than three sunburns over the summer.

“Sunburn is an important risk factor for melanoma development, so these high rates are concerning,” says lead author Dr Bronwen McNoe from the University of Otago. “Despite longstanding awareness that skin cancer is largely preventable, these findings show that sunburn remains very common, particularly among young adults.” Dr McNoe adds. “This seems to coincide with a significant drop in government funding for sun safety campaigns over recent years, which may be contributing to the lack of progress in reducing sunburn rates.”

“We found clear gaps between knowledge and behaviour,” says Dr McNoe. “Many people spend time outdoors during peak ultraviolet hours, but fewer consistently use effective sun protection.”

“We also identified that there are misconceptions out there.” Only 4% of respondents correctly identified the ultraviolet index level at which sun protection is recommended. Nearly one-quarter believed a suntan protects against melanoma and other skin cancers, and around one-third believed that SPF50 sunscreen does not need to be reapplied as often as SPF30 or that a cap provides adequate protection.

Attitudes toward tanning remain common, with 50% of respondents reporting that they like to get a suntan and 43% believing that a tanned person looks healthier

“Positive attitudes toward tanning continue to be a challenge for prevention efforts,” said Dr McNoe. “These beliefs are most evident among younger people, who are also experiencing the highest rates of sunburn.”

Despite these challenges, support for government action was strong. Between 82% and 90% of respondents supported or strongly supported government investment in skin cancer prevention, including SunSmart programmes, public education campaigns, increased shade in public spaces and schools, and stronger sun protection policies in schools and workplaces.

“The high level of public support provides a clear mandate for increased, sustained and coordinated investment in skin cancer prevention,” said Dr McNoe.