DESPITE endless reminders to Slip, Slop and Slap, most Australians still seem to think it is okay to sit on the beach without wearing sunscreen.

A national Newspoll survey has revealed 62 per cent of Aussies believe a safe amount of time can be spent in the sun unprotected without causing skin damage.

According to the results, Aussies on average will wait 15 minutes before lathering on the factor 30.

But the statistics have shocked experts, who warn people will easily burn in less than 15 minutes on a summer's day.

Deaths from melanoma have increased significantly over the past five years and continue to climb, from 1700 to over 1800 - more than the national road toll.

About 434,000 Australians are treated for skin cancer and more than 10,300 cases of melanoma are diagnosed annually.

The survey of 1209 Aussies, commissioned by Surf Life Saving Australia, also revealed the amount of time people think they can spend in the sun without sunscreen before starting to cause skin damage varies with age.

The younger generation, aged 18-34, will spend 18 minutes in the sun unprotected; compared to only 13 minutes among those aged 35-64. Men on average say 21 minutes is okay, compared to only 10 minutes among women.

Cancer Council NSW's skin cancer prevention manager Vanessa Rock said the results are a reflection of the desire of so many Australians to have that bronze, sun-kissed look.

"Particularly in that younger group, the 18-34 year-olds, they still think that a tan is a desirable thing to have," Ms Rock said.

"They don't realise that it does come at a great cost.

"Young people don't think for the future, they really only think for the moment and they really don't realise long-term implications of skin cancer.

"Sunscreen should not be used as the only sun protection; we need to encourage all Australians to put on a hat, cover up with a shirt at the beach, wear sunglasses and use shade or take a beach umbrella with them."

Dr John D'Arcy said too many Australians are still unaware of the dangers of the sun, the correct skin protection methods at the beach and that unprotected UV exposure will cause skin damage.

"There is no such thing as safe tanning and it is alarming that Australians still don't understand the severity of the Australian sun," the television doctor said.

"The reality is there are too many skin cancer deaths in Australia and many of these deaths are preventable.

"Through sun care education and communicating to Australians that there is no such thing as safe time spent in the sun without sunscreen, I think as a nation, we can tackle this epidemic and reduce these fatalities."

Television personality and model Nikki Phillips, who is the face of the new SLS Sunscreen range, is urging all Australians to be careful at the beach after a recent skin cancer scare.

"When I was told by a doctor some months ago that a freckle on my shin was a serious concern, I realised just how important it is to be vigilant about sunscreen application," she said.