[How I prevent...skin cancers: from information to the telly-belly syndrome].

During the past decades, the incidence of skin cancers has been on the rise in Wallonia as in other regions of similar latitude in the rest of the world. Awareness of the population to the dangers of sun exposure and to the benefit of early cancer diagnosis is of the upmost importance and undisputed. The impact of the information delivered by the media and of the actions initiated by physicians is heterogeneous. The positive and unquestionable aspect is hampered if the population at risk is not properly targeted. It is also reduced if the problem understanding creates a surge in telly-belly syndrome.