The 2025 National Skin Cancer Survey, a collaboration between the Cancer Society and the University of Otago, polled 2,198 adults aged 18+ on their attitudes toward sun protection.
The results revealed high rates of reported sunburns, misconceptions about sun safety, and persistent positive attitudes toward tanning.
The authors called for urgent renewed investment and action in skin cancer prevention.
Te Whatu Ora noted that it funded the survey and has invested over $300,000 this financial year in a sun protection campaign via the Cancer Society.
Meanwhile, Bronwen McNoe, senior research fellow at the University of Otago and lead author, described the high levels of reported sunburns as surprising and concerning.
64% of respondents reported at least one sunburn over the 2024/25 summer, including 26% who experienced a severe one.
“It’s quite high, given that sunburn is an important risk factor for melanoma [skin cancer] development,” McNoe said.
“Particularly concerning is the rate of sunburn in young people.”
McNoe said the rate among young women was “very, very high.”
Based on the survey, young adults aged 18-24 reported the highest sunburn rates at 82%, while 87% of females said they had been sunburnt at least once last summer.
Half of 18-24-year-olds reported experiencing a severe sunburn.
McNoe attributed the results to a lack of investment in national skin cancer prevention and sun protection campaigns over the past 15 years, compounded by the rise of social media influence.
“The likes of TikTok, we’ve got a real problem this summer with young people… particularly young women, following that trend with the high UV index [and wanting] to go out and tan, which is really concerning.”
Myths and misconceptions about sunburn and sun protection persisted as well, with a third of respondents believing a cap offered sufficient sun protection and that SPF 50 required less frequent reapplication than lower SPFs.
“Tanning is just your body’s defence mechanism to protect you from that DNA damage, so it’s really just a sign that your skin is damaged.”
McNoe warns that if current trends persist, skin cancer rates could spike in 20-30 years.