23
Apr
2026
A new UK study has revealed a surprising gap between what people know about sun protection and what they actually do.
Despite widespread awareness of the importance of SPF, daily use is still far from the norm. In fact, only 1 in 6 Brits say they apply SPF every day.
The findings come as leading online skincare retailer Face the Future launches its third annual 365 Days of SPF campaign, aiming to challenge the UK’s seasonal approach to sun protection and encourage year-round use.
This year’s campaign also introduces a “VAT Burn” initiative, removing 20% VAT from selected SPF products to help make daily protection more affordable.
A OnePoll survey of 2,000 UK adults highlights some worrying patterns:
Kimberley Medd, Clinic Lead at Face the Future, says many people underestimate the impact of daily exposure.
She explains:
“UVA rays don’t care if it’s cloudy, winter, or if you’re sitting by a window. Every day without proper SPF is cumulative damage - it accelerates ageing and raises your skin cancer risk. Millions of Brits are leaving themselves completely unprotected.”
The research also highlights several misconceptions still influencing SPF use:
Julia Barcoe Thompson, Co-Owner and Director at Face the Future, says education alone is not changing behaviour.
She explains:
“Our 2026 survey shows awareness isn’t enough. People know SPF matters, yet most still skip it or rely on makeup. We’re here to fix that — and removing VAT is a simple, powerful way to make protection a no-brainer every single day.”
The 365 Days of SPF campaign is now live, with VAT removed from selected SPF products for a limited time.
As awareness grows, the message remains clear: SPF is not just for summer, it is a daily essential for long-term skin health.
If you want to read more, the experts at Consulting Room really know what they're talking about and have put together some sunscreen and lines and wrinkles FAQs just for you.
If you have more questions, you can use the sunscreen and lines and wrinkles treatment questions feature to talk to our panel of trained medical experts.
If you're keen to get started with any of these treatments right away then you're in luck - those clever folks also have a list of trusted, accredited sunscreen and lines and wrinkles treatment clinics in your area.
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