Brazil, like the United States, has its die-hard sun worshipers. Brazilian beaches are known around the world for their white sand and blue water, contributing to the popularity of outdoor activities.

Dermatologist Marcia Ramos-e-Silva, M.D., Ph.D., said many Brazilians just do not want to admit they are at risk for skin canser and wrinkles, and they will not believe the sun is really bad for them.

Dr. Ramos-e-Silva, speaking at the European Academy of Dermatology and Venereology meeting here, outlined some off the myths and facts that too many of her countrymen do not want to accept.

"The basic myth is one of eternal youth. We all want the youth fountain," she said, quoting a Brazilian actress: "Only those who die early don’t age."

"In modern society, suntanned skin is considered beautiful and healthy," Dr. Ramon-e-Silva said, "but the tanned, beautiful and happy teen-ager of today is going to be the regretful adult of tomorrow."

Although a majority of Brazilians are mixed heritage, there are large populations of Italian and German descent that are very fair-skinned, she said. This population has a high incident of skin cancer and sunburns, although those with darker skin realize even less the risks they are taking with sun exposure.

Dark Skin, Safe Tan?

The associate professor at the Federal University of Rio de Janeiro says the biggest myth that people in her country don’t want to relinquish is that a little bit of melanin in the skin will protect them.

"I hear from patients all the time, ‘I’m not so white, why would I protect myself?’ They think only very, very white people get the problems of the sun exposure, and since most our population is mixed, they think they are not at risk. When they get older, they come to our office and say, ‘I’m not so white, why am I wrinkled?’ or ‘Why do I have all these brown spots?’

Dr. Ramos-e-Silva listed some of the other myths that her patients, as well as many other brazilians, share.

MYTH: Only UVB rays are harmful to skin.

FACT: UVA is also dangerous, even more to the dermis than UVB. It is the radiation that includes the degeneration process or wrinkling and sagging of the skin.

MYTH: Sitting in shadows affords protections.

FACT: UV rays reflect up to 95 percent on snow, 24 percent on white sand, and 20 percent on clear water. So, sitting close to reflective surfaces may also produce hazards. UV rays can also penetrate on water to a depth of two yards, so even swimmers and divers are not protected.

MYTH: Most people already use sunscreen.

FACT: Sunscreens are used only sporadically. A survey taken at the beach showed that 70 percent of the people were there to get a suntan.

"Even if people do use sunscreen, they generally don’t use it correctly," said Dr. Ramos-e-Silva. "They use it once, go in the water, come out, and don’t use it again."

MYTH: The SPF of a sun protector is the actual protection afforded by the sunscreen.

FACT: Most people use less than half the required, so an SPF 15 decreases to an SPF of 3 to 7 with normal use.

MYTH: High SPF’s don’t really provide much more protection.

FACT: Because people don’t use enough quantity of sunscreen, using a higher SPF will aford more protection than the SPF 15.

MYTH: Stopping sun exposure will not help skin already damaged by the sun.

FACT: There is a marked improvement of the skin when sun exposure is minimized, even when protection begins very late. Dr. Ramos-e-Silva said the Brazilian Society of Dermatology sponsors a cancer campaign every year, and there is a concerted effort to use the media to explain the dangers of excessive sun exposure and of artificial tanning lamps.

"But it’s very hard to get through to people. I had an email question from a 17-year-old girl last week who wanted to use a drug to enhance the color she’s getting from an artificial lamp. She was of German descent, too, so you can imagine. She’s been using the lamp three times a week for three years, and wants to increase the tan she gets from it.

"I answered her with everything wrong she was doing, and I haven’t heard back, so I don’t think she’s happy with me."

Warnings That Works

From Dr. Ramos-e-Silvas’ assessment, it may be even harder to get Brazilians to use sunscreens than people in the United States. But residents of both countries do seem to react to the same risks.

"People pay more attention to the risk of wrinkling than they do to the risk of skin cancer. They always say, ‘That’s not going to happen to me.’ But when you speak about cosmetics – people want to avoid the wrinkling that will make them look older."

Dr. Ramos-e-Silva is the vice president for Latin America for the International Academy of Cosmetic Dermatology.

She will preside over the Second World Congress of the IACD in Rio de Janeiro Nov. 9-11. One of the main topics of the congress will be related to the control, treatment, and prevention of skin aging.