Lululemon is at the centre of yet another controversy touched off by an anti-sunscreen slogan that is printed on some of its shopping bags and is part of its company "manifesto."

The slogan reads: "Sunscreen absorbed into the skin might be worse for you than sunshine. Get the right amount of sunshine."

The message is part of the company's "manifesto" and it has been around for a few years.

A 2011 community blog post from the company suggests that getting a sunburn is your body's way of telling you you've had enough, and putting on sunscreen "messes" with your body's natural defences against the sun. The blog post also suggests that the best way people can protect themselves against UVA radiation but still get a "good dose" of vitamin D is to adopt the philosophy of "everything in moderation."

"Go out in the sun (sans sunscreen) but don't stay out too long," the post says.

But the Canadian Cancer Society says skin cancer has been on the rise in B.C. with an estimated 970 new cases of melanoma expected to be diagnosed this year. In its annual report, released in May, the society said the national incidence of melanoma has risen two per cent annually among men and 1.5 per cent among women from 1986 to 2010.

Kathryn Seely, the Canadian Cancer Society director of public issues, said people can prevent the risk of skin cancer by following a few steps.

"We'd like to let British Columbians know that they can prevent the risk of skin cancer by seeking shade, wearing loose fitting clothing, restricting their activities in the mid-day sun and applying sunscreen," she told CTV Vancouver.

In an email statement, Lululemon admitted that the message is not "research-based," and described its bags as a "collection of statements that are ever-evolving and intended to spark conversation."

Seely said unprotected exposure to the sun is an acceptable way to get vitamin D, but people should remember that a few minutes go a long way. She also said the Canadian Cancer Society has done work with at least one local B.C. Lululemon store to promote its "Tanning Is Out" campaign.

"We are hopeful that we can continue to collaborate with Lululemon on their messaging and our messaging," she said.

Lululemon was recently named one of 10 brands that will likely disappear by 2015. The list, compiled by the financial news website 24/7 Wall St., cited high-profile controversies and management changes at the Vancouver-based athletic company as reasons behind the brand's predicted demise.

In March 2013, the company was forced to pull a version of its yoga pants from shelves after customers complained that the pants were too sheer. Lululemon founder Chip Wilson later prompted outrage for saying in an interview that some women's bodies just "don't work" for the pants.

Wilson apologized, but later announced he would be stepping down. Last summer, Lululemon CEO Christine Day also announced she'd be leaving the company.

With a report from CTV Vancouver's Maria Weisgarber