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British holidaymakers are among the least concerned in Europe about the harmful affects of over-exposure to the sun, a new study has confirmed.

Research from sunscreen specialist Solar Guard indicated that only six per cent of Brits worry about sunburn when holidaying abroad, with the remaining 94 per cent unconcerned about catching too much sun.

Although staying in the sun can lead to the creation of vitamin D and the release of 'relaxing' endorphin chemicals in the brain, the sun-cream company warned that high doses of ultraviolet-A (UVA) rays can lead to skin damage resulting in premature aging and cancers.

Emma Ellis, technical director of natural wellbeing, said that the problem was made worse by the fact that many people abroad fail to protect themselves with sunscreen containing a high protection factor.

'Excessive exposure to UVA radiation affects the elastin in the skin and leads to wrinkles and sun-induced skin aging, i.e. coarse wrinkles, leathery skin and brown pigmentation, ' she said.

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