Dermatologists say education about sun protection is not reaching younger people as effectively as it once did, amid rising interest in “tanmaxxing,” a trend where people intentionally seek to achieve darker tans. In reporting from Toronto, dermatologist Dr. Julia Carroll describes concern that years of public messaging about skin protection and sun damage may be losing ground. Health professionals warn that pursuing tans increases exposure to ultraviolet radiation, which can raise the risk of skin damage and skin cancer over time. The outlets frame the issue as a challenge in whether warnings and prevention efforts are effective with Gen Z, suggesting that social media influence, changing beauty norms, and the perceived appeal of tans may be driving the trend despite long-standing medical guidance to limit harmful sun exposure. While the articles focus on the concerns raised by dermatologists, they do not present a definitive measure of how widespread the behaviour is or how well current campaigns are working. Overall, the coverage highlights ongoing efforts by clinicians to encourage safer skin habits and reduce preventable harm related to ultraviolet exposure.