Social marketing methods are nowadays frequently used in the development of health prevention programs. The main Objectives of this paper are: to identify the role of skin protection programs in society, to evaluate sun protection behavior among consumers and to propose future directions of research in skin cancer prevention. Prior Work in skin protection focused on the risks associated with long periods of sun exposure while offering advice regarding responsible behavior. In Europe, the main center of skin cancer research is European Cancer Observatory and, in Romania, Romanian Society of Dermatology (SRD). These institutions develop specialized programs annualy. The Approach used in this article is the survey. The paper analysis consumers’ perceptions regarding skin protection behavior in Romania by using a structured online questionnaire. A total number of 86 respondents participated in the study. Results show that 53% of respondents don’t have a sun protection behavior. Implications of the study are: health practitioners can use these findings in further research and nonprofit organizations can increase their prevention programs in certain groups. The Value of this paper consists of direct analysis regarding skin cancer issue in Romania while emphasizing the importance of health prevention programs for social marketing domain.