Primary Insurance is carrying the "stay safe in the sun" slogan on its product literature this summer. The tag is meant to boost awareness of the risks of skin cancer.

The Imperial Cancer Research Fund finds that 20% of British holidaymakers do not protect their skin in the sun. Almost 50% of sun seekers do not wear the recommended sunscreen, sun protection factor (SPF) 15 or higher, to help prevent cancer and premature ageing.