HSE reveals 84% of Gen Z experienced sunburn at least once in past year

The HSE’s National Cancer Control Programme (NCCP) and Healthy Ireland have launched the 2026 SunSmart campaign.

The nationwide initiative is aimed at reducing Ireland’s rising rates of skin cancer by empowering people of all ages to protect their skin. 

This year’s campaign places a strong spotlight on adolescents and young adults, following new research showing a sharp increase in sunburn and low engagement with basic sun protection behaviours among younger age groups.

The date revealed that 84% of Gen Z experienced sunburn at least once in the past year, up from 73% in 2024, and 66% in 2023.

It also found that teenagers and young adults remain the least likely to use protective measures (beyond sunscreen), and the most likely to use sunbeds.

According to the HSE, these findings reinforce the urgent need to engage younger audiences. It said that UV exposure during the first 10–15 years of life has a disproportionate impact on lifetime skin cancer risk. Just three episodes of severe sunburn before age 20 more than double the risk of melanoma in adulthood.

“Sunburn is not a minor inconvenience – it is visible evidence of skin damage that accumulates over time,” explained Dr Breeda Neville, consultant in public health medicine at the HSE’s NCCP. “We want young people, parents, schools, sports clubs and workplaces to help make sun protection a daily habit, not an afterthought.”

The SunSmart campaign is stressing that almost nine in 10 cases of sun cancer could be prevented by following the SunSmart 5 Ss:

1 Slip on clothing that covers your skin, such as long sleeves or collared T-shirts.
2 Slop on sunscreen: SPF 30+ for adults, SPF 50+ for children, with high UVA protection and water resistance. Reapply regularly.
3 Slap on a wide-brimmed hat.
4 Seek shade – especially between 11am and 3pm – and keep babies and young children out of direct sunlight.
5 Slide on wraparound sunglasses.

Alongside the 5 Ss, the campaign is reminding the public to not deliberately tan, avoid sunburn and never use sunbeds.

“Skin damage doesn’t only happen on holidays in hot climates,” added Dr Blaithin Moriarty, consultant dermatologist at St Vincent’s University Hospital.

“In Ireland, the sun is often strong enough to cause harm – even on cloudy days. Spending time in the shade, wearing protective clothing and regularly applying sunscreen are essential. Just one bad sunburn can damage your skin’s DNA and increase your lifetime risk of skin cancer, including melanoma. That risk is even higher when burns occur in childhood or adolescence.”