Article in London Times
Really, just stop tanning! No sunbeds, no solariums, no summer holidays with 24/7 sunbathing. If you are pale, then you are pale, that's just it. That's your natural skin tone. Deal with it.
That's just one of many articles and studies emerging in the last years about the horrific results of this completely abnormal ideal of beauty. One of the articles I read was a German one and the title is "Warum Beduinen keine Badehosen tragen" (why Bedouins don't wear speedos). This articles says among other things that the skin turning brown is already a sign of overexposure. So not only getting a sunburn is increasing the risk for skin cancer, but also getting brown. The skin turning brown is already a sign for "It's enough with the sun already".
Other important facts: we don't even know for sure that sun blockers decrease the risk of melanoma, we only know that they decrease the risk of a sunburn.
So the best thing is to actually wear real clothes outside during the midday hours, long trousers, long shirts - just like the Bedouins. Or keep the usually pale surfaces of the body covered, abdomen, back, upper tighs. No running around in the bathing suit non-stop during the summer holidays.
Having you skin exposed to the sun / UV-rays also causes (temporary) immune deficiency. That it makes your skin age a lot faster you probably already know (because the collagen fibres are damaged).
I don't want people to panic, or to be overly cautious. Being outdoors is great. Just put decent clothes on, use sun blocker to prevent sunburns. Being tanned is not sexy or beautiful or a sign of health. It's dangerous and utterly unhealthy.