Half of children (48%) have been sunburnt before the age of seven and few have adequate knowledge on sun protection, according to new research from Boots suncare brand, Soltan.

Boots commissioned independent, in-depth qualitative research to ascertain insight into the behaviours of children when it comes to sun safety.  Of the children questioned on the Soltan Kids Panel, some saw tanning as “being cool” and worryingly, spoke candidly about how they “like getting sunburnt.”  Yet, our seven year olds are increasingly putting on their own suncare, with less than one in five (18%) of those in the Soltan Kids Panel saying that an adult assists them when applying sun protection.

What’s more, the Panel showed that children don’t always apply sun protection properly, commonly missing areas around their ears, eyes, mouth and nose and applying sun protection too thinly to their arms to achieve adequate protection from harmful UV rays.

In response to the research, Boots has teamed up with celebrity mum, Tina O’Brien, to launch a campaign to educate families about the importance of sun safety in a fun and interactive way.  Consumers can enter a competition to win a Teddy Bears’ Picnic for their local community through an educational microsite at http://app.boots.com/soltanpicnic and pick up tips and advice on sun protection.

Further findings show that nearly all (95%) of the children on the Soltan Kids Panel thought that they did not need sun protection in the water and only a third, (39%) understood that they needed to reapply sunscreen after swimming.  Some of the Panel justified this by adding that “it’s water, the sun can’t go through it” – when in fact this is the time children can be most at risk from the sun.

Other common misconceptions surrounded what sun protection factor (SPF) was, with the children on the Soltan Kids Panel thinking a higher SPF referred to “how high the sun is in the sky” or “how much had been sold.”  Children on the Panel also showed no understanding of the damage the sun can cause them beyond sunburn, being unaware of longer-term risks.

Tina O’Brien explains: “Since becoming a mum, I’ve become much more aware of the long term effects sun damage can have from such an early age and the importance of getting children into a routine of applying sun protection and learning about sun safety.  That's why I’m working with Boots Soltan to launch the nationwide Teddy Bears’ Picnic competition where mums and children can learn about sun protection in a fun and interactive way."

Mike Brown, Boots Suncare Senior Advisor comments: “It’s concerning that British children are not only getting burnt but being relied upon by parents to look after their own sun protection routine, when their knowledge is so sparse.  With teachers often unable to apply sun protection to pupils and youngsters doing more for themselves at a younger age, it’s crucial to educate children about sun protection and not leave them to their own devices.  That’s why Boots is working to help educate families about sun safety in a fun and engaging way.

 “What’s more, children tend to spend lots of time playing outside during the summer months so they are particularly at risk of sun damage.  Much of our sun exposure happens before the age of 21 and just one instance of sunburn can double the risk of skin cancer in later life.  To keep our children safe for their lifetime, we need to install good behaviours and attitudes when it comes to sun safety at an early age.”