The American Cancer Society estimates 1.3 million cases of skin cancer will be diagnosed in the United States this year.
In a recent American Academy of Dermatology poll, only half of those aged 18-24 said they are very or somewhat careful to guard against too much exposure.
A study published in the Journal of the American Medical Association showed the number of cases of non-melanoma skin cancer has tripled since the 1970s.
The dermatology academy's poll showed 61-percent of women 18 and older think they look better with a tan, and more than half think it makes them appear healthier.
Daily sun exposure adds up over time and is even more damaging when the UV index is high, as it has been across North America this summer.
