Renewed warnings against sunbathing and the use of tanning beds were issued on Tuesday in a report by the U.S. Surgeon General. The report cites a 200 percent rise in the rate of skin cancer since 1973 and once again emphasizes the importance of protecting one’s skin against the sun.

The belief commonly held among the general public is that tanned complexions equate to healthier lifestyles. The hard selling of this association has led to a booming indoor tanning industry and beaches packed with people trying to achieve a bronzed glow.

However, experts in the field of melanoma state that the tanned appearance of skin actually indicates its damage. When the UV rays from the sun make a person appear tan, it is because it has damaged the cells of the skin. This cellular damage can lead to skin cancers like melanoma, which is a deadly form of the disease that claims 9,000 lives annually.

Some reports have stated that up to 55 percent of college-age students have tanned in an indoor tanning booth. According to the Melanoma Research Foundation, the risk of developing melanoma increases by 75 percent in youth who use indoor tanning beds.

The increased risk is reflected in the number of skin cancer cases diagnosed each year. More than 419,000 cases of skin cancer are diagnosed in the Unites States. Of those, almost 6,200 are melanoma. There are more annual reports of tanning related skin cancer than of lung cancer from smoking.

It is estimated that $8 billion are spent treating skin cancer every year. The rates seem to be disproportionately high among adults between the ages of 18 and 39. Despite the general increased risk for men to develop skin cancer over women, the rates of women diagnosed have surpassed men. Experts believe this could be due to the high number of women using tanning booths.

The public is strongly encouraged to steer completely clear of all indoor tanning booths. When out in the sun, it is recommended that each person apply sunscreen of at least SPF 30 every two hours. More frequent application could be required when sweating or swimming. Special caution is requested for children, as research indicates that severe burns early in life can increase the risk of developing skin cancer in adulthood.