Prof Brian Diffey from Newcastle General Hospital said that the public awareness campaigns, urging people to protect themselves from sun, would reduce the number of skin cancers to a certain extent in the long-term.
But he also warns that despite people adhering to the campaigns, the rates are still set to double in 30 years due to sun exposure people already had.
"The thing about skin cancer is that we won't see a slow down next year or the year after,” Prof Diffey said. "It may be 20 or 30 years before we can see the benefits of these campaigns," he said.
The research have shown that children are three times more likely than their grandparents to develop malignant melanoma - the deadliest form of skin cancer - as the socially accepted sunbathing continues.
The research said the disease was attacking younger generation more as decades were passing by, but it still remained more common in over-50s.
The research said men and women who were born in 1970, and who are now in their mid-30s, are being diagnosed with melanoma at the same pace to people who were born in 1930 and did not develop melanoma until their 50s. It is also the second most common cancer in those aged 15 to 34, the research said.
In the UK, each year more than 7,300 cases of malignant melanoma are diagnosed, with 1,700 deaths annually. The research also noted the rates of malignant melanoma are rising faster compared to other type of cancer.
