The American Cancer Society, partnering with sunscreen maker Neutrogena, has decided to take a shock-and-fear approach in their latest cancer prevention campaign.

It warns readers that "left unchecked, skin cancer can be fatal," and to "use sunscreens, cover up and watch for skin changes."

Some public-health doctors are responding with sharp criticism, pointing out there is no clear evidence supporting the link between sun exposure and death from skin cancer.

"There's very little evidence that sunscreens protect you against melanoma, yet you often hear that as the dominant message."

"When people see an American Cancer Society PSA they expect it to reflect the best evidence. We don't want people who have a financial interest to be telling you the benefit of doing something."

Here we have yet another MAJOR scam or complete lack of understanding about the true cause of disease

In addition to that, skin cancer is rarely life-threatening.