“They can still get a few minutes of exposure – [but it’s] best to have more skin exposed for a shorter time, and do so more often, than for a longer time less frequently,” she says. This is most effective nearer midday, where there is more UVB relative to the amount of UVA, compared to at other times of day. While UVB is the primary cause of skin cancer, it is essential for making vitamin D. Earlier or later in the day, you won’t get as much UVB, and you’ll be exposed to relatively more damaging UVA, which is linked to skin ageing and also plays a role in the development of skin cancer.