The number of people developing skin cancer in Ireland every year has exceeded 10,000 for the first time.

The latest figures available from the National Cancer Registry Ireland (NCRI) show that in 2011, the number of newly diagnosed cases of skin cancer exceeded 10,000, marking an 81% increase in incidence since records began in 1994.

According to NCRI director, Dr Harry Comber, Ireland has the highest reported incidence of non-melanoma skin cancer - the most common type of skin cancer - in Europe.

He suggested that one of the reasons for this is because the skin of Irish people is typically sensitive to the sun and because ‘we don't have much sun regularly, it is natural that people are not accustomed to protecting themselves against it'.

"There is also a desire in many Irish people to get a so called ‘healthy tan' and a lot of Irish people go abroad specifically for 'sun holidays'. Whatever the reason is behind our high incidence of skin cancer, it is clear that more of our young people are getting skin cancer. We need to encourage them to act now to reduce their risk," he said.

Dr Comber made his comments at the launch of the Irish Cancer Society's (ICS) annual SunSmart Campaign. According to the society, skin cancer can be prevented in nine out of 10 cases if people protect themselves adequately.

It noted that NCRI research found that the biggest increase in cases of non-melanoma skin cancer was recorded in young people from affluent urban areas, who are repeatedly exposed to sunburn.

In 2005, just over 400 people between the ages of 15 and 44 were diagnosed with non-melanoma skin cancer. In 2011, this figure had jumped to 569 - an increase of almost 40%.

"While this incidence rate may seem low, skin cancer is the most common cancer in this age group and the increase in incidence is a great cause for concern. Despite the low mortality from this type of cancer, the cost of diagnosis, treatment and ongoing monitoring will incur significant cost to the State," the ICS said.

According to Rosemary Scott, a health promotion officer with the ICS, despite Ireland's cool, cloudy weather, UV rays ‘can reach skin most days from April to September'.

"Skin cancer is not seen by many as an issue in this country but this is far from the truth. It is our most common cancer. Traditionally people who worked outdoors were more at risk of non-melanoma skin cancer, but in recent years this trend has changed. City dwellers, with intermittent sun exposure, are now more at risk from sunburn and greater numbers are presenting to their doctor with skin cancer each year," she noted.

She also pointed out that people often only think of sunburn in relation to peeling and blistering skin, ‘but any redness caused by the sun is sunburn and increases skin cancer risk'.

The ICS is calling on members of the public to follow the steps of the SunSmart code in order to protect themselves:
-Seek shade when the sun's UV rays are at their strongest - that is between 11am and 3pm
-Cover up by wearing long shorts, a shirt with a collar and a hat that give shade to the face, ears and neck
-Wear wraparound sunglasses
-Use sunscreen with an SPF (sun protection factor) of at least 15 for adults and 30 for children. Apply this 20 minutes before going outdoors and re-apply every two hours - more often if you are swimming or sweating a lot.
-Always keep babies who are under six months of age completely out of the sun.

People can also view the UV Index on the ICS website here. This allows you to check the UV level in any area on any given day. If the index is above three, you should follow the SunSmart code.

If anyone has any concerns about skin cancer, or any other type of cancer, they can call the National Cancer Helpline on 1800 200 700.