To much exposure to the sun, that is.

The American Cancer Society advises that the best way to lower the risk of skin cancer, the most common form of the disease in humans, is to avoid too much exposure to the sun and other sources of ultraviolet light.

So Canadian company Solestrom has come up with a new bikini that goes on sale next month with a UV meter built into its belt and an alarm that beeps to tell wearers when to head to the shade.

Now, that was a subtle headline!