Exposure of the skin to sunlight can cause skin cancer and is also necessary for cutaneous Vitamin D production. Media reports have highlighted the purported health benefits of Vitamin D. Our aim was to examine attitudes and behaviours related to sun protection and Vitamin D. A cross-sectional study of 2,001 residents in Queensland, Australia, aged 20-70 years was undertaken. Information collected included the following: skin cancer risk factors; perceptions about levels of sun exposure required to maintain Vitamin D; belief that sun protection increases risk of Vitamin D deficiency; intention, and actual change in sun protection practices for adults and children. Multivariate models examined predictors of attitudinal and behavioural change. One-third (32%) believed a fair-skinned adult, and 31% thought a child required at least 30 min/day in summer sun to maintain Vitamin D levels. Reductions in sun protection were reported by 21% of adults and 14% of children. Factors associated with the belief that sun protection may result in not obtaining enough Vitamin D included age of 60 years (OR 5 1.35, 95% CI 1.09-1.66) and having skin that tanned easily (OR 5 1.96, 95% CI 1.38-2.78). Participants from low-income households, and those who frequently used sun-protective clothing were more likely to have reduced sun protection practices (OR 5 1.33, 95% CI 1.10-1.73 and OR 5 1.73, 95% CI 1.36-2.20, respectively). This study provides evidence of reductions in sun protection practices in a population living in a high UV environment. There is an urgent need to refocus messages regarding sun exposure and for continued sun protection practices. ' 2008 Wiley-Liss, Inc.Key words: Vitamin D; skin cancer; sun protection; ultraviolet Vitamin D, commonly referred to as the ''sunshine vitamin'', is required for the preservation of calcium and phosphate blood levels and hence the maintenance of bone health.1 While there are dietary sources of Vitamin D, the main source (over 95%) is through exposure of 7-dehydrocholesteraol in the skin to ultraviolet (UV) radiation followed by 2 hydroxylation steps.2 It has been estimated that Vitamin D production is maximised following exposure to one-third of a minimal erythemal dose (MED).2 Increasing the surface of the skin exposed to UV radiation also decreases the amount of time required to synthesise a given amount of Vitamin D. It is known that UV-induced DNA damage increases linearly with total exposure to sunlight. However, the concentration of preVitamin D reaches a threshold after less than 1 MED. Thus, increasing exposure of the skin to the sun does not necessarily result in increased Vitamin D production.