Health & Fitness
Tanning—And Skin Cancer—Is On The Rise In Canada. Here's What The Experts Say Needs To Change
Photo by Anna/Adobe Stock
Health & Fitness
Tanning—And Skin Cancer—Is On The Rise In Canada. Here's What The Experts Say Needs To Change
Despite countless studies and decades of warnings, Canadians won’t stop tanning. Here’s what the experts say needs to change.
Earlier this summer, I joined my family on a jaunt across the pond to southern Portugal. The dreamy coastlines and turquoise waters were ripe with fresh seafood, endless candy-coloured tiles, and some very hot, very strong sunbeams.
In light (no pun intended) of what felt like impossible-to-avoid rays, I found myself religiously applying sunscreen. But throughout my sun protective fixation, my much-younger brother—a teenager—could only be described as ambivalent about the whole thing.
While he wasn’t exactly gunning for a sunburn, he certainly wasn’t upset when the crispy tint along his cheeks and nose faded into a sun-kissed glow (we have our Italian genes to thank for that). Meanwhile, I returned looking like I never stepped outside.
While one isn't necessarily better than the other, a disconnect surrounding sun safety is an issue continuing to affect Canadian youth despite clear warnings from science—1 in 5 Canadians will develop melanoma, the most aggressive form of skin cancer, in their life.
“Youth think they’re invincible,” says Dr. Ivan Litvinov, a dermatologist at St. Mary’s Hospital in Montreal and an associate professor in dermatology at McGill University. “Just one blistering sunburn nearly doubles the risk of melanoma.”
In a McGill-led study of 77,000 Canadians released earlier this year, researchers found that young adults are more likely to get sunburned and use tanning beds than older adults. Though the pediatric data is still under review, Litinov says these tanning behaviours set the stage for adulthood.
“Trends are going in the wrong direction,” he says. “People are tanning more, spending more time in the sun, and using less sunscreen on their face and body. This translates into increases in melanoma.”
Melanoma is one of the most common—and preventable—types of cancer found in young adults, according to Melanoma Canada. Diagnosed cases rose by about 17 per cent between 2023 and 2024.
But why? You can confirm that sunburns are dangerous with a quick Google search. A stroll through Sephora or another beauty outlet will leave you hard-pressed not to encounter an end table loaded with the latest and greatest new face sunscreens. Dermatologists—even on TikTok, home to many-a misinformation-laden video—are quick to tell you that sunscreen is the number one skincare product you should be using.
While kids may not be able to hit the tanning beds anymore (Canadian youth under 18 were banned from the practice in 2013), soaking up UV rays is clearly still en vogue. Here's why the experts suspect this is still happening, and the one thing that might change the game.
Why are Canadians still tanning?
There are a few reasons why the message that tanning is bad isn’t landing, according to Litinov.
The first is a distrust in sunscreen. “There’s lots of misinformation,” he says. Notably, concerns that toxic ingredients in sunscreen cause cancer have led some to completely boycott the sun protection. This claim mostly centres around oxybenzone, a common ingredient in chemical formulations, and has been debunked by experts.
Whether to avoid these “concerning” ingredients or to simply promote a more natural remedy, many have turned to homemade sunscreens. While they may contain moisturizing ingredients, such as coconut oil or shea, homemade sunscreens cannot block out broad-spectrum rays the way large-scale formulations can. “They’re ineffective,” says Litinov.
Last year, Health Canada released a warning about the potential risks of using homemade sunscreen in the face of misinformation swirling around social media. “All authorized sunscreens on the market are safe when used as directed,” confirmed the federal department.
Conversely, Litinov’s research also found that those who use sunscreen engage in somewhat of a “sunscreen paradox.”
“People use sunscreen as permission to tan,” he says. “They use a thin layer and feel like they’ve done the right thing.”
While a sun-kissed glow might be synonymous with summer—and for some, a so-called “healthy appearance”—the science is clear: you cannot tan safely. A tan is, in effect, sun damage. And if that damage results in a burn? Your risk of developing a melanoma later in life balloons.
"There's a perception that a tan protects you from sunlight or from burning," says Elizabeth Holmes, director of health policy with the Canadian Cancer Society. "The fact is, no tanning is healthy."
Messaging needs to change
Ultimately, the experts agree that change may come down to one key piece: marketing the message.
“When you’re speaking about cancer, you can turn blue in the face and people will still not listen,” says Litinov. In his experience, it’s the irreversible skin damage and accelerated aging that hits home with patients.
Despite innovative laser procedures, the long-term impacts of tanning can never fully be reversed, he says. Sun damage can result in a leathery, wrinkled appearance with brown blotches and photoaging.
Getting this message through to youth and young adults is especially important to prevent the development of melanoma later in life. Blistering youth or adolescent sunburns typically turn into melanoma by the time you're in your 60s to 70s.
"We teach kids to put helmets on for bikes and wear seat belts in cars, and sun safety is just as important," says Holmes.
The Canadian Cancer Society's SunSense program works with students and teachers in schools to help promote healthy behaviours in the sun.
"Scary messaging clearly isn't appealing to Canadians," adds Litinov. "If we can hone in on this message for teens and capitalize on their desire to have healthy skin, we may be able to win."
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