A new research has shown that a generation of British schoolkids has been sunburnt below the age of seven.
Almost half of children have been burnt playing outside or on foreign holidays despite campaigns warning of skin cancer risk.
Many youngsters still see tans as "cool". They are also popular with celebrities idolised by children.
Some youngsters questioned said they got burnt because parents did not help them apply sun cream.
And when they helped, they often missed key danger spots around the mouth, eyes, ears and nose, researchers found.
The survey questioned 1,000 parents of children under seven about sun protection. Children were also asked their views on tanning and applying sun lotion.
"It's concerning that children are not only getting burnt but are relied on by parents to look after their own sun protection, when their knowledge is so sparse," the Daily Express quoted Mike Brown of Boots as saying.