Social media sites such as Instagram and Facebook are helping to fuel an epidemic of skin cancer, according to an expert.
Harley Street dermatologist Christopher Rowland Payne said selfie-obsessed youngsters were ignoring warnings about long- term damage for a momentary 'like' from friends.
Dr Rowland Payne said: "You can be tanned in three or four days, but the adverse consequences come much later. It's short-term reward - pleasure now - but long-term cost."
He added: "The selfie craze and 'bragging' on Instagram and other social media sites... these make people try to be brown and that very much feeds into this problem."