Fewer than half of sun creams introduced in Europe last year offer complete protection against the sun, according to research.

A study by consumer analysts Mintel found that, of 750 new products launched, under 50% had combined UVB and UVA protection.

Lotions have provided UVB protection for years to prevent sunburn and cut cancer risk. However, UVA rays penetrate deeper into the skin, causing it to age prematurely, impact on the human immune system and are also said to be an important contributor to the risk of skin cancer.

The report, published today, raises new concerns about sunscreens' ability to help protect against skin cancer.

"For a sunscreen to be as effective as possible, it should really protect against both UVB and UVA rays," said Alexandra Richmond, senior beauty analyst at Mintel. "What many people may not realise is that if they just have UVB protection, they are less likely to burn but they have no protection against the harmful and ageing effects of UVA rays."

Mintel pointed out that fake tans had become a popular alternative to the burn of the sun, with 60 products launched in the UK alone. The firm said the UK had become the number one place for new fake tan lotion launches.

As people become increasingly wary of the dangers of the sun, Mintel says that the haircare market is getting in on the sun-protection scene.

No fewer than 400 haircare products with UV protection were launched last year, with more than 220 launched this year so far.

Over the past 10 years, rates of skin cancer in Scotland have risen by 43% in men and 20% in women. It is now the ninth-most common cancer in men and the seventh-most common in women.

Cheaper holidays and tanning salons have been blamed for the surge. The primary cause is exposure to sunlight, especially but not exclusively in childhood.

In 2005, there were 847 cases of malignant melanoma in 2005 in Scotland - 454 in women and 393 in men.

The Mintel report comes as European Union health and consumer chiefs warn holidaymakers to take extra measures to protect themselves from the sun this summer to curb rising levels of skin cancer.

They are concerned that the "sun protection factor", or SPF, which many consumers check when choosing sun creams only indicates protection against UVB radiation.

The rise in the number of cases of skin cancer caused by exposure to the sun prompted Brussels to introduce stricter labelling rules for sun cream, banning the words "sunblock" and "100% sun protection".

The EU advice is for consumers to choose sunscreen products offering protection against UVB and UVA radiation as it says both are harmful to human health.

Sarah Woolnough, policy manager at Cancer Research UK, said: "We've known for some time that overexposure to both UVA and UVB rays can increase the risk of skin cancer. European guidelines introduced help ensure that sunscreens provide the best protection and that sunscreen labels are clear."

"When buying sunscreen, Cancer Research UK recommends using at least factor 15 and choosing those labelled broad spectrum', which protect against UVA and UVB rays."