The glossy magazines tell us to look pale and interesting, but as most of us know, brown and beautiful seems to work best.

Even more so for youngsters - their wardrobe suits a tan. Low-rise jeans, bare midriffs, short ruffle skirts are just a few of this summer's essentials and we haven't even hit the beach.

No wonder teens and 20-somethings are spending as much time in the tanning salon as they are at the nail bar. But getting all tanned up' has its price.

TV presenter and actress Denise Van Outen recently admitted that her teenage sunbed addiction left her with pigmentation scars on her face which she still has to wear heavy make up to hide. She said: "I didn't know the risks but I'm paying for it now. It's my biggest regret. Now my tan's from a bottle and safe."

What's worse, your next sunbed could even prove fatal. The statistics make for scary reading. According to a recent survey, commissioned by Cancer Research UK, eight out of ten sunbed users (82 per cent) have increased their risk of a life-threatening form of skin cancer by around 75 per cent, by using a sunbed before the age of 35. Malignant melanoma, the potentially fatal form of skin cancer, is now the most common cancer in young adults aged between 15 and 34.

Rebecca Russell, Cancer Research UK's SunSmart campaign manager, warns: "The results of our survey make for a stark warning to young people about the dangers of indoor tanning. You can't always see the damage that UV does straight away. It builds up over time. But every time you use a sunbed you are harming your skin and increasing your risk of skin cancer.

"This year our key message is to alert young people about the damage sunbeds can do to their skin, especially if they have fair skin that doesn't tan easily.

"We would like legislation to prevent under-18s using sunbeds and to ban unmanned coin-operated sunbeds which can attract under-age users."

Not famed for its blue skies and sunshine, Liverpool made the news recently for a huge rise in this teen tan craze.

Dr Richard Azurdia, consultant dermatologist at the Royal Liverpool and Broadgreen Hospitals, said: "The number of malignant melanoma cases dealt with at the Royal Liverpool and Broadgreen Hospitals has more than doubled in the past five years, from 50 to 110 last year. I think this is due to a number of factors, including childhood sunburn, excessive sunbathing and the increased number of young people using sunbeds excessively."

Dr Paula Grey, joint director of public health for Liverpool Primary Care Trust, added: "Young people associate being tanned with looking healthier and slimmer but it is extremely worrying that they are achieving this look through sunbed usage. We are working closely with our colleagues within the NHS to raise awareness about the dangers and would urge people to stay away from sunbeds."

But sun-worshippers - don't despair completely! Dr Des Fernandes, an expert at the International Institute of Anti-Ageing advises us not to become sun phobic'.

"Natural sunshine can be good for the health. Recommended exposure for Vitamin D synthesis is approx 15 minutes daily in sunlight. Vitamin D is vital to protect against many diseases, including cancers," he says.

"The secret is to choose your sunscreen carefully. Some chemicals in high SPFs can be counterproductive. Choose a sunscreen that contains a combination of anti-oxidant vitamins (C, E and beta-carotene)."

CANCER WARNING SIGNS

Most skin cancers can be cured if treated early. The British Association of Dermatologists advises learning the following ABCDEasy' rules to checking a mole: Asymmetry - The two halves of the area may differ in shape Border - The edges of the area may be irregular or blurred Colour - This may be uneven. Different shades of black, brown and pink may be seen Diameter - Most melanomas are at least 6mm in diameter. Report any change in size, shape or diameter to your doctor Expert - If in doubt, check it out!