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http://www.nytimes.com/2007/07/10/health/10skin.html
As is the case with much of the medical research that results in public health recommendations from Cancer groups and medical associations a financial motivation appears to be behind the anti UV message. Check out the sunscreen companies donating funds for research that tells us to avoid UV exposure. Perhaps they hope that the public will consume more of their products.
http://www.cdf.ca/platinum-benefactors.php
The late Dr. Bernard Ackerman Master Dermatologist, 2004 American Academy of Dermatology wrote in his book Sun and the Epidemic of Melanoma, Myth on Myth "I consider the decision of the leaders of the AAD to sell the logo of the Academy to sunscreen companies at the same time the Academy exhorts the laity to apply sunscreen every two hours round the clock, even on cloudy days, an indignity to out profession and to our specialty – on that should not be endured." Dr. Ackerman wrote this about the American Academy of Dermatology’s practice of taking money to endorse sunscreens. The Canadian Dermatology Association indulges in the same practice.