The second they get a single ounce of sunshine, Brits dash down to local parks and beaches to lap up some rays.
But in the excitement of it all, it can be easy to forget to apply sunscreen until it's much, MUCH too late.
Following on from the hottest day of the year by UK standards - on which temps soared to 34C - Brits have been sharing their horrendous sunburn fails on social media, reports The Sun.
From dodgy tan lines to bright burnt legs, trust us when we say you'll never skip out on SPF after taking a look at this gallery.
Don't say we didn't warn you …
This article originally appeared on The Sun and was reproduced with permission
Originally published as Brits share horror sunburn selfies