The Federal Government will spend more than $5 million on a campaign to raise the awareness in young people about the danger of sun exposure.

Australia's chief medical officer, John Horvath, said research had shown that many young people were putting fashion ahead of health.

"Few young people reported using a combination of protective measures with most relying on single measures, particularly sunscreen, which they saw as not impinging on fashion," Professor Horvath said.

"Wearing a hat or long-sleeved clothing was seen as potentially unfashionable."

Prof Horvath said the incidence of skin cancer among young people was extremely high, and melanoma was now the most common life threatening cancer among 15 to 24 year olds.

"It is most disturbing that after years of publicity about the adverse affects of sun exposure, many young people are still living dangerously," he said.

Skin cancer causes almost 1500 deaths a year, with 374,000 Australians treated for non-melanoma skin cancer in 2002 - an increase of 103 per cent since 1985.