An elderly man sunbathes on a summer beach in the seaside resort of Paignton, England. The gentleman looks out across the stretch of sandy coast at low-tide and a square pool made by flooding high-tide sea water provides a natural place to swim when the sea is far out. The male in the foreground is seen in close-up and we see the expanse of his back covered in freckles. After many sunny hours beneath solar rays he is tanned but not burned. Nevertheless, he is at risk of the pigment in those freckles turning into melanomas, the cause of skin cancer. More than 10,000 people a year are developing the deadliest form of skin cancer as a result of package holidays and excessive use of sunbeds. Cases of malignant melanoma rose by 650 (6.5 per cent) in a single year as a result of binge-tanning at home and abroad, according to Cancer Research UK.