The summer season kicks off today with Don't Fry Day, an annual day dedicated to encouraging good sun safety behavior to prevent skin cancer. As the American Cancer Society's Deputy Chief Medical Officer, Dr. Len, will tell you, it's critically important to wear good sunscreen and shade your skin from the sun starting at an early age. In addition to protecting yourself from the harmful rays of the sun, it's also important to avoid indoor tanning beds -- especially important for youth.

Europeans have been using sunscreens with more-up-to-date protection than anything available in the U.S. market for nearly 15 years, and the media and public are starting to wonder why.