In a recent study published by Alli et al in the journal Cancers, investigators revealed how the sunscreen paradox—described as having a false sense of security as a result of applying sunscreen—may be leading to a higher incidence of melanoma. The study authors conducted 22 focus groups and analyzed the sunscreen use habits of 95 individuals living in Canadian provinces with average rates of melanoma (New Brunswick), higher-than-average rates of melanoma (Nova Scotia and Prince Edward Island), and lower-than-average rates of melanoma (Newfoundland and Labrador). Those who resided in cooler climates had lower rates of sunscreen use, were less likely to wear sun-protective clothing, and did not receive as much sun exposure. Additionally, despite their higher incidence rates of melanoma, individuals who resided in the warmer climates of Nova Scotia and Prince Edward Island were more likely to use sun protection, be more aware of the health risks of sun exposure, and follow the ultraviolet index; however, they also had higher amounts of sun exposure and participated in more outdoor activities. The investigators suggested that the application of sunscreen—which is often inadequate—may lead to higher levels of sun exposure, consequently increasing the risk and incidence of melanoma. They concluded that public health measures—such as community-specific initiatives to improve sun safety habits—may be needed to address the sunscreen paradox.