coming from Aus - we spent a lot of time with suncream etc on - and my bro still ended up having to have skin cancers cut from his face. I live in the area that has one of if not the highest skin cancer rates in the world - esp. my gneration BUT we all wised up and the rates are falling - in fact I think the UK rates were on a swift rise.
Our children are not allowed out to play at school, kindy, nursery etc without wide brim or legionaires hats..... skin on the face/neck is then protected as well as the head
Every morning I do the hat and sunscreen thing even though it is now winter.... can't take risks with peoples skins.
Our kdis learn so quickly - no hat no play and my dd1 who was a notorious hat hater will wear a wide brim hat that has a toggle on it to hold it on her head without fail. We just persisted and she get used to it.
My dd2 has the finest whitest hair and you can see her scalp - less than 10 minutes in the sun would fry her skin and the damage is done.
even without burning the damage is done to skin. I know we think - okay no sunburn - no damage...
\link{http://www.nohsc.gov.au/OHSInformation/NOHSCPublications/factsheets/skin21.htm\here}
\link{http://www.cancercouncil.com.au/editorial.asp?pageid=101\more info} here they recommend a hat with a brim of about 8 - 10 cms - 4 - 5 in
\link{http://www.cancer.org.au/content.cfm?randid=960742\and some more} including info about solariums/tanning
\link{http://www.sunsmart.com.au/browse.asp?ContainerID=1536\info about hats}
In fact I probably wear a hat a lot more as I became an adult than I ever did as a child.
sun damage also causes wrinkles, sagging skin - making you look much older than you are.