[petesergeant]

The UK is much higher North than most of the US, and as a result the UV Index is pretty different:

https://www.grida.no/resources/7130

Note that it’s the same as Spain in the northern-most of the continental US, same as Morocco in the middle, and same as Dubai in the south.

Americans have far more need for sun-screen than Brits do

[jb1991]

In general, norther countries need more protection from the sun, not less. The rates of skin cancer go up significantly as you move north. My guess is partly cultural, but I don't know for sure the cause. When it is dark all winter, people want to spend as much time in the sun as they can during summer, perhaps. The fact that you also get more natural summer exposure due to longer days is probably part of it.