Despite increased use of sunscreen and wearing of hats and long sleeved clothes, 51% of women and 49% of men reported getting at least one significant sunburn during the previous year. This puts people at risk of skin cancer. The safest habit to promote is to be out in the sun for shorter times and perhaps at off-peak hours of the day. We certainly need the vitamin D production from sun exposure, but burning is to be avoided.
See the Healthy People Objectives 2020 from the CDC.