Cancer Society funding contributes to ongoing research by Te Rōpū Rangahau ō Te Kāhui Matepukupuku.
Health New Zealand funds national survey on Sun protection
In partnership with Health New Zealand, Te Rōpū Rangahau ō Te Kāhui Matepukupuku – the Cancer Society Research Collaboration has released a new report highlighting findings from the national survey into New Zealanders’ Knowledge, Attitudes & Behaviour towards Sun Protection & Ultraviolet Radiation Exposure and levels of support for skin cancer prevention initiatives.
Burning Issue: Sunburn Rates Remain High Across Aotearoa Despite Decades of SunSmart Messaging
Almost two thirds of New Zealand adults were sunburnt last summer, clear evidence that New Zealand’s longstanding SunSmart messages are still not translating into consistent sun protection behaviours.
These findings come from the 2025 national survey “SunSmart in Aotearoa New Zealand: Knowledge, Attitudes & Behaviour towards Sun Protection & Ultraviolet Radiation Exposure”. Funded by Health New Zealand and commissioned by Cancer Society of New Zealand, the research was undertaken by Te Rōpū Rangahau ō Te Kāhui Matepukupuku (the Cancer Society and University of Otago Research Collaboration).
With responses from 2198 adults aged 18 and over, it provides the most comprehensive and current picture of how New Zealanders think about and act upon sun protection.
High sunburn rates, especially among young adults
The survey revealed significantly high levels of sunburn. Nearly two thirds (64%) of respondents reported at least one sunburn during the 2024–25 summer, and 26% experienced a severe sunburn involving two or more days of pain or blistering. Young adults were disproportionately affected. Among those aged 18–24, 87% of females and 77% of males reported being sunburnt during summer 2024-25. More than half of females (54%) and nearly half of males (46%) in this age group experienced severe sunburn.
“Sunburn is a major risk factor for melanoma development, so these high rates are concerning,” says lead author Dr Bronwen McNoe from the University of Otago. “Despite widespread awareness that skin cancer is largely preventable, sunburn remains very common, particularly among young adults.”
Gaps between knowledge and action
While 73% of respondents strongly agreed that if they regularly protect themselves from the sun they can avoid skin cancer, only 38% reported “always” or “often” protecting all exposed skin during summer. The most commonly used sun protection methods were sunglasses (59%), shade (48%), and sunscreen (48%). However, 40% of adults said they did not own a sun protective hat, a basic preventive item.
Sunscreen use also fell short of best practice with only 38% of those who used sunscreen applying it at the recommended 20 minutes before going outside. The most common reasons for not using sun protection, were a perceived lack of need, inconvenience, belief that conditions didn’t necessitate sun protection or simply forgetting.
“We found clear gaps between knowledge and behaviour,” says Dr McNoe. “Many people spend time outdoors during peak ultraviolet hours, but far fewer consistently use effective sun protection.”
Persistent misconceptions fuel risk
The research highlights widespread misunderstandings about UV exposure and protection. Only 4% of respondents correctly identified the ultraviolet (UV) index level at which sun protection is recommended. Nearly one quarter believed a suntan offers protection against skin cancer. Around one third mistakenly thought SPF50 sunscreen doesn’t require reapplication as often as SPF30, or that a cap provides adequate protection from the sun.
“These misconceptions could contribute to why we still see such high rates of sunburn,” Dr McNoe adds. “They highlight the need for continued public education and stronger policies to reduce skin cancer risk.”
Strengthening prevention efforts
Rachael Neumann Advocacy and Public Affairs Manager at Cancer Society says the findings underscore the urgent need for increased government investment in skin cancer prevention as outlined in the ‘Skin Cancer Prevention and Early Detection Strategy’.
“This research shows that despite decades of SunSmart messaging, levels of sunburn remain significant and many people, especially those aged 18-24 continue to tan intentionally despite skin cancer risk.”
Half of respondents reported that they like to get a suntan and 43% agreed with a statement that a tanned person looks healthier. This is more pronounced for young adults where the prevalence of both “attempting to tan” and “sunbathing regularly to achieve a tan” was highest in females aged 18-24 at 57.5% and 33% respectively.
Rachael continues: “By pinpointing where misconceptions and high-risk behaviours persist, the findings provide essential evidence to strengthen skin cancer prevention efforts across Aotearoa New Zealand for what is our most common but largely preventable cancer.”
