But it's not just a case of failing to follow the instructions. Consumer NZ recently revealed nine out of 20 sunscreens failed to meet their label claims.
Sunscreens are measured by their sun protection factor (SPF), which records the sunscreen's protection level from UVB rays.
If your skin normally burns after 10 minutes in the sun, applying SPF 15 sunscreen will protect you for about 150 minutes.
SPF 30 extends that to 300 minutes and SPF 50 to 500 minutes.
The protection rating is a rough estimate which depends on skin type, the intensity of sunlight and the amount of sunscreen used.
University of Auckland school of pharmacy senior lecturer Dr Manisha Sharma said the best methods of sunburn protection could be easily followed.
"The first thing the consumer should realise is that the use of sunscreen is one of the ways to protect from the sun and is not the only way," she said.
"People can protect themselves by using protective clothing [sunglasses, wide-brimmed hats], use shades and should try to avoid the sun during peak hours [10am to 4pm]."
But people should balance protection against the sun with exposure, as it is important to keep vitamin D levels up, Sharma said.
Basking in the New Zealand sun was hazardous due to the country lying so close to the "ozone hole" which had formed over the South Pole.
The ozone layer, in theory, should act as a natural sunscreen for Earth, Sharma said, but the protection level over New Zealand was quite low.
Sunscreen should then be applied generously around 15 to 30 minutes before exposure to the sun and then after every two hours.
Sunscreen wears off due to sweating and while swimming. Even water-resistant products can be washed-off if the person stays in the water for a long time.
Sharma said when it came to buying sunscreen products, people should look to select those with a broad-spectrum, to fight off both UVA and UVB rays.
Meanwhile, it was worth noting SPF scale was not linear but logarithmic, meaning a higher SPF did not provide greater protection. For example, SPF 60 will not provide twice as more protection then SPF 30.
"In general, SPF 15 product is recommended for daily use and SPF 30 for outdoor activity to have adequate protection," Sharma said.
"However, it is important to know your skin type and choose the product accordingly, as different skin will react differently."