The risk of melanoma, as with the majority of cancers, increases with age. But a recent study shows that men and women born in 1970 -- now in their mid-30s -- are being diagnosed with melanoma at the same rate as people who were born in 1930 and did not develop melanoma until their 50s.

This stark assessment came as Professor Brian Diffey, sun protection specialist and adviser to Cancer Research UK, launched this year's Cancer Research UK SunSmart campaign. He revealed figures that show the incidence of melanoma is rising sharply in younger, as well as older people.

Melanoma Attacking Younger People More Often

Abiding by the messages provided through the SunSmart program would lower the toll, Professor Diffey says. But incidence rates nevertheless are set to double in the next 30 years as a result of how much sun exposure people have had in the past. Early detection is the key to bringing down mortality rates, he emphasizes.

More than 7,300 cases of malignant melanoma are diagnosed each year in the UK and more than 1,700 people die from the disease. Melanoma is attacking younger people more often as each decade passes, research shows.

"It's essential that people monitor their moles and skin blemishes, and report any changes in them," warns Professor Diffey. "Acting promptly can save lives and early detection and treatment will give many melanoma patients an excellent prognosis."

The risk of melanoma, as with the majority of cancers, increases with age. But a recent study led by Professor Diffey, based at Newcastle General Hospital, shows that it increasingly is being diagnosed in people of all ages.

Men and women born in 1970 -- now in their mid-30s -- are being diagnosed with melanoma at the same rate as people who were born in 1930 and did not develop melanoma until their 50s.

Early Detection Vital

"It's vitally important that melanoma is detected and treated early," Cancer Research UK dermatologist Dr. Catherine Harwood says. "The best advice we can give people is to keep an eye on moles and any unusual skin blemishes. If existing moles start to change, they should always be checked by a doctor.

"Signs to watch out for include a mole getting bigger, a mole with a ragged outline or one with a mixture of different shades of brown and black. If a mole gets inflamed or starts to bleed or itch, then get it checked out. But it's also important to remember that any of these signs don't necessarily mean you have melanoma," Dr. Harwood notes.

This year, the SunSmart campaign will target tan-loving 16-24 year olds, warning that sunburn can double their risk of skin cancer.

"One of the important messages in Cancer Research UK's Reduce the Risk campaign, launched earlier this year, is to persuade people -- especially youngsters and those with fair skins -- to avoid excess sun exposure and burning," says Professor Robert Souhami, Executive Director of Policy and Communications at Cancer Research UK.

"We know that half of all cases of cancer can be prevented by making lifestyle changes. We're seeing more and more people giving up smoking to lessen their chances of getting a whole range of cancers. Reducing the risk of skin cancer is something most of us can do by following the SunSmart code," Professor Souhami emphasizes.

The SunSmart Code

• Stay in the shade between 11:00 am and 3:00 pm.

• Make sure you never burn.

• Always cover up with a T shirt, wide brimmed hat and sunglasses.

• Remember to take extra care with children.

• Use factor 15-plus sunscreen.

• Report any mole changes or unusual skin growths promptly to your GP.