Sun Savvy Sadly Lacking Among Americans

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Read said most people know what they should do to reduce skin cancer risk -- but they don't always put what they know into practice. Many also have to give up the idea they look better with a little "color."

Another factor, Cockerell said, is that some experts advise some people to get a few minutes of unprotected sun exposure each day if they have a vitamin D deficit to boost their production of the "sunshine" vitamin.

"The problem with telling people to get 10 or 15 minutes [of sun] is that translates to an hour or more," he said.

More information

To learn more about sunscreens, visit the Skin Cancer Foundation.