A new study from Maastricht University reveals that over half of Dutch festival and concert attendees experienced sunburn last year. Specifically, 57% of those attending outdoor events reported burning, a figure slightly down from 56% in 2023. Surprisingly, the research indicates that beachgoers demonstrate better sun protection habits, with 47% reporting sunburns. Despite acknowledging the risks of skin cancer and premature aging, a significant portion of festival attendees admit to inconsistent sunscreen use – roughly a third apply it “not consistently” or forget altogether. Furthermore, nearly half do not actively avoid the sun while at festivals, and few adjust their clothing choices based on weather forecasts. The Dutch Skin Foundation, which commissioned the study, expressed concern over these findings, noting that public awareness campaigns have not translated into behavioral changes, while skin cancer diagnoses continue to rise, exceeding 81,000 cases annually.