People are getting sunburned on purpose to create art on their body. It looks extremely painful not to mention dangerous.

This is a new trend on social media even though it can have lasting harmful effects. #sunburnart on twitter is exploding with photos of people burning logos and designs onto their body.

Time reports popularity of the practice is suspect, but it’s warranted enough media attention that Deborah S. Sarnoff, MD, the Skin Cancer Foundation’s senior vice president, released the organization’s official position on sunburn art today:

The Skin Cancer Foundation strongly advises the public to avoid sunburns at all costs. A sunburn is not only painful – it’s dangerous, and comes with consequences. Sunburns cause DNA damage to the skin, accelerate skin aging, and increase your lifetime skin cancer risk. In fact, sustaining five or more sunburns in youth increases lifetime melanoma risk by 80 percent.On average, a person’s risk for melanoma doubles if he or she has had more than five sunburns.

The Skin Cancer Foundation recommends adopting a complete sun protection regimen that includes seeking shade, covering up with clothing, including a broad-brimmed hat and UV blocking sunglasses, in addition to daily sunscreen use.

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