Beliefs, behaviours, and attitudes towards tanning and melanoma in the Irish population.

Background: The incidence of melanoma continues to rise in Ireland. Skin cancer prevention campaigns rely on promoting knowledge to improve sun-related behaviour. Objectives: To explore beliefs, behaviours, and attitudes towards tanning, and confidence in identifying signs of melanoma in the Irish population. Methods: A cross-sectional study was performed via an online questionnaire, with questions related to tanning, sun exposure, and skin cancer behaviours. Respondents were recruited according to gender, age and geographic region. Results: The questionnaire was completed by 1043 respondents (response rate 85%). Mean age was 41 years (range 20-72 years). Participants had mixed awareness of risk reduction strategies for melanoma but had high perceived concerns about developing melanoma. However, 48.9% regularly sunbathed when sunny in Ireland and 41.5% had used tanning beds. The most common reason for not photoprotecting while sunbathing was because it prevented tanning. Nearly half (45.9%) of those who sunbathed agreed that it was worth getting sunburned to get a tan, and 69.4% reported feeling and looking better with a tan. Less than half (42.4%) felt confident about what to look for when checking their skin for melanoma. Conclusions: This study underscores the importance of addressing the cultural and aesthetic aspects of sun-tanning behaviour in skin cancer prevention efforts, as well as increasing awareness of skin cancer signs and self-examination. Further research into the potential addictive nature of UV-seeking behaviour may offer new avenues for intervention and support for individuals who are addicted to tanning.