A troubling trend has been gaining momentum among teenagers in Israel: the deliberate and dangerous misuse of the UV index – treating it not as a warning but as an open invitation to sunbathe during the most hazardous hours of the day.
"The UV index, which was meant to serve as a warning sign, has in recent years become a key tool for young people and teenagers – but for all the wrong reasons," Rivka Seltzer Freilich, head of public policy, prevention, and early detection at the Israel Cancer Association, said. Research shows that roughly 80% of sun damage occurs at a young age – before the age of 18.
This is the second year the Association has launched a campaign against the dangerous tanning trend, which centers on deliberate sun exposure during peak UV hours. Experts warn that, beyond an increased risk of skin cancer and sunburn, uncontrolled exposure also causes accelerated skin aging. The concern is compounded by the fact that teenagers are well aware of the risks – yet choose to ignore them.
"We are very concerned about this trend and are directing our public outreach accordingly," Seltzer Freilich added. "Teenagers who grew up with the 'Chacham BaShemesh' ['Be Sun-Smart,' Israel's national sun-safety education program] know full well what uncontrolled sun exposure can do. And yet some of them look at the numbers on weather apps and see them as an open invitation to the beach. The question is why. According to our surveys, teenagers who sunbathe frequently – roughly 30% – believe it won't happen to them."
She described the behavior as yet another risk-taking pattern that fits alongside other concerning trends such as smoking and alcohol consumption. By contrast, most teenagers do avoid tanning out of awareness of the dangers – including skin cancer, burns, and premature aging. Seltzer Freilich also emphasized that "every outing in the sun during peak hours dramatically increases the risk of severe burns and the future development of skin cancer. It is remarkable that teenagers who invest so heavily in grooming and cosmetics are leaving their skin vulnerable to sun damage."
In Israel, UV radiation peaks around midday. The clear recommendation is to avoid sun exposure between 10:00 a.m. and 4:00 p.m., and to apply sunscreen, wear a hat, and stay in the shade.
The data underscores the severity of the problem. According to the Health Ministry, approximately 1,800 new skin cancer cases were diagnosed in Israel in 2021, of whom 210 died. According to the Association's estimates, roughly 2,000 Israelis were diagnosed with malignant melanoma in 2023. About 60% of patients are men, and about 40% are women.
Efforts to contain the trend are also playing out in the public information arena. Ahead of the summer break, the Association released a dedicated video for parents, highlighting the dangers of sun exposure during high UV index periods.
Dr. Marina Landau, a dermatology specialist and adviser to the Association, explained the problem directly. "Children today are using the UV index the wrong way. Instead of protecting themselves, they're using it to harm themselves. They don't understand that alongside the tan, sun damage accumulates – damage that raises the risk of skin cancer, damage that they will come to regret."
She noted that the UV index contains 11 levels. "Levels 1–2 are marked in green and indicate a low risk level, while levels 9–11 are marked in red and purple and signal great danger. The role of parents is to explain to children when it is safe – and when it is very dangerous."
The Israel Cancer Association summed up the situation with a clear message: awareness exists, but what is now needed is a behavioral shift. Otherwise, the health cost could be severe – beginning in youth and bearing out most heavily in the future.
