Seriously there is no need for children (or adults for that matter) to get burnt. It is fairly easy actually, suncream, cover up, stay in the shade between 11 and 3! So when I see a small child with bright red shoulders I want to shake the parents. The sun is dangerous! Then again most of these parents resemble over done lobsters themselves.
Is it a lack of education? Or do they actually not care about the possible damage to themselves and their children?