What we call a summer glow may be lasting damage

A tan may look healthy, but to dermatologists it tells a different story — one of DNA damage that can lead to skin cancer decades later.

"Skin cancer is one of the most preventable cancers and yet one of the fastest rising," said Ivan Litvinov, an associate professor of dermatology at McGill University in Montreal.

According to Melanoma Canada, an estimated 11,300 Canadians were newly diagnosed with melanoma in 2024, a 17 percent increase from the previous year.

UV exposure remains the main driver of melanoma and several other forms of skin cancer. Yet many people continue to seek tans, often viewing them as a sign of health or attractiveness.

"There is no safe tan, unfortunately, just as there is no safe cigarette," Litvinov told China Daily.

According to the World Health Organization's International Agency for Research on Cancer, ultraviolet radiation and artificial tanning devices are classified as Group 1 carcinogens, the same category as tobacco and asbestos.

"Every tan is the skin's distress signal, visible evidence of DNA damage," Litvinov said.

The continued rise in melanoma reflects a combination of historical, cultural and environmental factors, he said.

"Melanoma has a 'long memory'," Litvinov said. "The melanomas being diagnosed today are, in many cases, the biological receipts for sunburns that happened in the 1980s and 1990s," he said.

While awareness of UV risks is far greater than it was a generation ago, knowledge alone often fails to change behavior.

"Knowledge alone has never cured an epidemic," Litvinov said. "If awareness were enough, nobody would smoke, nobody would overeat, and nobody would tan."

He said many people understand the long-term risks but continue tanning because the perceived benefits are immediate.

"Skin cancer is viewed as a distant threat; the perceived rewards of tanning are immediate and visible," he said.

Litvinov said the appeal of tanning remains deeply embedded in Western culture, where bronzed skin is often associated with leisure, fitness and social status.

"A tan is not a sign of health — it is a scar you can see," Litvinov said.

He said research shows that many adolescents and young adults feel more attractive, healthier and more confident when tanned.

"For a 16-year-old, a tan is not about cancer risk in 30 years — it is about how they feel at the beach this weekend," he said.

Social media may be reinforcing those attitudes, particularly among young people. Litvinov said image-focused platforms continue to promote appearance ideals in which tanned skin is portrayed positively.

His research has found troubling trends among Canadian youth. More than 40 percent reported at least one sunburn within a 12-month period, and protective behaviors tend to decline after age 14.

"What worries me most is the developmental trajectory," he said.

The challenge, he added, is that adolescence is often when tanning habits become established.

"Sometimes I say to myself that we are trying to fight evolution with pamphlets," he said.

Litvinov has also studied what he calls the "sunscreen paradox" — the tendency for people to stay outdoors longer because they feel protected after applying sunscreen.

"Sunscreen saves lives — but only if used correctly, and only if it is not treated as a license to bake," he said.

According to Litvinov, sunscreen can reduce the immediate warning signs of overexposure, particularly sunburn, leading some people to spend more time in the sun than they otherwise would.

Many people also misunderstand what sunscreen can and cannot do.

"It is important to address myths because — myths kill," Litvinov said.

Among the most common misconceptions, he said, are the beliefs that sunscreen alone provides complete protection, that cloudy days are safe from UV radiation, or that a "base tan" offers meaningful protection.

"There is no such thing as a safe tan," he said.

Instead of relying solely on sunscreen, Litvinov advocates a layered approach that includes seeking shade, wearing protective clothing and hats, using UV-blocking sunglasses and avoiding intentional tanning.

"The most attractive skin is healthy skin, not damaged skin," he said.

He believes lasting progress will require more than individual behavior change.

"The most powerful shift is cultural," Litvinov said.

Pointing to Australia's long-running SunSmart campaign, he noted that large-scale public health efforts have helped reduce melanoma rates among younger generations.

"If Australia can turn the tide, so can Canada," he said.