Melanoma skin cancer cases in the UK have reached an all-time high of 17,500 per year – but deaths from the disease are dropping, according to new analysis by Cancer Research UK.

The charity's projections suggest that cases could increase by around 50 percent over the next 20 years, with the forecasts hitting 26,500 a year by 2040.

Cancer Research UK warns that rocketing numbers of melanoma skin cancer cases are partly down to more people being exposed to too much UV radiation – driving home the importance of sun safety.

It's a problem with a long tail. The rise in rates in over-55s – cases have almost tripled since the early 1990s – is thought to be linked to the cheap package holiday boom from the 1960s onwards, coupled with the resultant fashionable desirability of tanned skin and a lack of public awareness of skin cancer. 

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The charity also says there are other factors at play. A growing UK population and lengthening life expectancy have contributed to the rise in cases, while the increase in melanoma diagnoses is also partly due to more people getting changes to their skin checked. 

The good news from the charity's analysis is that despite cases reaching a record high, death rates have started to decline. Ever-improving diagnosis and treatment mean more people than ever before will survive their disease.

"Melanoma is the UK's fifth most common cancer, and we know that 86 percent of these skin cancers could be prevented," said Cancer Research UK CEO Michelle Mitchell. "It's important to take care in the sun and to contact your GP if you notice any unusual changes to your skin – it's not just changes to a mole that matter, it could be a sore that doesn't heal or any unusual changes to an area of your skin. Spotting cancer early can make all the difference."

Know the risks – and the preventative measures

Getting sunburnt just once every two years can triple the risk of developing skin cancer. In an era of record-breaking summer temperatures, Cancer Research UK is promoting public information to reduce melanoma risk – and not just beach holidays. 

There are three main pillars of advice:
• Seek shade, especially between the hours of 11 a.m. and 3 p.m. in the UK, when the sun is strongest
• Cover up with clothing – wear a shirt with sleeves that cover your shoulders, a wide-brimmed hat and UV protection sunglasses
• Apply sunscreen regularly and generously, choosing one with at least SPF 15 and 4 or more stars.

"Whether you are holidaying abroad or enjoying the good weather closer to home, it's important to take steps to reduce your risk of skin cancer, especially if you burn easily," said Julie Sharp, Cancer Research UK's head of health and patient information. "And remember sunburn doesn't just happen on the hottest days, you can still get burnt when it's cloudy."

Justine's story: A warning

A cautionary tale comes from Justine Sheils, a skin cancer patient and Cancer Research UK media volunteer. The 52-year-old from Liverpool was first diagnosed with malignant melanoma in 2006; she had surgery to remove the mole and over the years since has had subsequent cancerous moles removed. 

As a teenager, Sheils regularly used sunbeds and admits she rarely used sunscreen when on holiday.

"I didn't even consider skin cancer," she says. "It was just when I got into the doctor's surgery that I saw a poster on the wall about it and thought 'You know what, that's what I've got.'"

She now hopes to use her experience to encourage others to stay safe in the sun.

"I'm now extremely careful in the sun and very alert to the signs. I wish I'd done that when I was younger," she explains. "These days I leave nothing to chance – if a mole doesn't seem quite right, I'll go to my GP."

Reflecting on Cancer Research UK's latest projections, she says: "It's worrying to hear about the increased numbers of people getting melanoma despite all the awareness work that has been done, and I would encourage anyone to get even the smallest blemish checked if they don't feel it's right."

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