Mortality and incidence of malignant melanoma of the skin is increasing at a rate of between 3 and 7% per year in many European countries. All over Europe melanoma is the cancer showing the most rapid increase in incidence. Within Europe the variation in incidence and mortality rates is close to a factor of ten with the disease being more common in northern than in southern Europe. Higher rates are consistently reported on intermittently exposed body sites. Skin melanoma differ from non-melanoma skin cancer with regard to sex-, age-, and anatomic distribution. There is mounting evidence from analytical studies that the increase in melanoma incidence is a result of intermittent recreational sun exposure. Severe sunburns, in particular, is a strong risk factor, being especially harmful in childhood. Outdoor work with chronic sun exposure is not associated with increased melanoma risk and it may even be protective. The total number of pigmented naevi is an important risk factor in several studies. Freckling, fair complexion, and skin which burns rather than tans at sun exposure, are other well-established risk factors. Today no non-solar environmental risk factors have been identified. Information campaigns based on our knowledge of risk factors, warning against excessive sun exposure should significantly reduce the incidence in the future. Population-based education of risk groups may lead to earlier diagnosis and thereby reduced mortality.