This is definitely not sunburn as it goes away at night but comes back in the day. Did think it was something on the sunbeds but have avoided those and used different towels / sun cream / clothes but 20 mins in the pool today and it's back.
Cetirizine seemed to help yesterday have also tried Piriton and the Allevia stuff but he's in so much discomfort with the itching it's horrible.
Tried cool showers, ice, even rinsing in mineral water. Tried aloe Vera, after sun and E45 itch cream. Nothing works so far