Young Danes still prioritise tans over skin cancer warnings

A new campaign by the Danish Cancer Society aims to convince young adults to protect themselves from the sun, despite years of failed attempts to shift attitudes toward tanning.

The warning comes as Denmark experiences its first summer-like temperatures of the year, with the Danish Meteorological Institute forecasting highs above 20°C and a UV index of 5. Many young Danes are heading outdoors to sunbathe, repeating an annual pattern that persists despite well-documented risks of skin cancer.

Selma Hammouti, one of the sunseekers, told public broadcaster DR that tanning is driven by social pressure. “You just feel prettier when you’re brown, and when all your friends are tanning, you don’t want to be the pale one,” she said.

The Danish Cancer Society’s new campaign, launching June 1, targets 18- to 24-year-olds—a group particularly resistant to sun safety messages. Christine Thybring, a specialist consultant at the organisation, admitted the challenge is steep.

“Unfortunately, I think young people listen more to social media trends than to health advice. Right now, being tanned is trendy, and that matters more to them than long-term health risks,” Thybring said.

Research by the Danish Cancer Society shows young adults both sunbathe and suffer sunburn more frequently than other age groups. Pedram Moosavi, another sunbather interviewed by DR, dismissed concerns about skin cancer. “The risk isn’t something I worry about right now. There are so many things that can cause cancer these days,” he said.

Factors increasing skin cancer risk include fair skin, high lifetime UV exposure (from both sunlight and tanning beds), and intense UV exposure—especially during childhood and adolescence—according to the Danish Cancer Society.