A study, led by psychological medicine researcher Dr Geri McLeod, found New Zealanders were still not making enough effort to be "sun safe" and the "slip, slop, slap" message was still not getting through.
She said 1877 people over the age of 15 were interviewed.
The group had spent at least 15 minutes outside on a chosen day during summer in 2016, and were asked what, if any, sun protection strategy they used — cover (T-shirt, hat), protect (sunglasses and sunscreen), and avoid (using shade or rescheduling outdoor activity).
The study found almost 15% of people reported they were sunburnt on that day.
Of those, only 13% had used all types of sun protection, almost 70% had used one or two forms of protection, and 17% did not use any sun protection strategy.
"This study confirms that many sunburned New Zealanders did not use optimal sun protection.
"Instead, each protective strategy appears to be seen as an alternative, rather than complementary pattern of behaviour."
While sunburn rates had dropped during the past 20 years, New Zealanders still had a "long way to go", she said.
New Zealand has among the highest age-standardised incidence and mortality rate for cutaneous malignant melanoma in the world.
"About 85% of New Zealanders identify as having European ancestry, which is characterised as having a skin type that sunburns easily and does not tan, or only tans a little.
"With New Zealanders’ outdoor lifestyles, liking a tanned appearance, and high UV during summer months, many people are exposed to excessive UVR/sunburn which has been shown to be associated with skin cancer."
Despite there being a lack of national sun protection campaigns in the past decade, she said it was time people started taking responsibility for their own health and their children’s health.
"Scheduling outdoor activity outside of peak UVR is the best option, otherwise, clothing and a broad brimmed hat are the best forms of sun protection.
"If you can, sit in the shade and wear sunglasses. After this, if you have unprotected areas of skin, then apply sunscreen to those places, such as face, backs of hands and the neck.
"Learn how to use sunscreen properly — most people don’t and wonder why they get sunburned.
"Only using one or two forms of sun protection is not enough during summer.
"You, or your little ones, will burn and the consequences can be deadly," she said.
