This^
Skin Cancer is nothing new. Knowledge that the sun is not necessarily your friend is not new. I guess now people are so afraid of looking like a "hipster" they forego common sense. Oh well, I will remain unburnt.
A wide-brimmed hat will cover your face. The Muslim bankrobber face masks are a yuppie fisherman fashion fad, IMO. Fish don't bite much when it's hot in the middle of the day and the sun is directly overhead, anyway.