The advice normally offered by overprotective, sunscreen-wielding mothers got a boost from the U.S. Surgeon General today, as the country’s lead health officials implored Americans to better protect their skin.

Boris D. Lushniak, who was appointed Surgeon General in July of 2013, recently spoke at a Washington Post forum about the growing risks of skin cancer.

Incidents of melanoma are rising — tripling over the last 30 years — while other types of cancers are falling.

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