A rapid rise in potentially avoidable cancers linked to "lifestyle factors" such as alcohol, smoking, obesity and exposure to the sun, has been detected by researchers.

A new study, published today by Cancer Research UK, shows that rates of melanoma, the most dangerous form of skin cancer, have risen by more than 40% in the past decade. Cases of mouth, womb, and kidney cancers have also increased rapidly in the past 10 years. Research has shown that around half of all cases of cancer diagnosed in the UK could be prevented by simple changes in lifestyle.

Lucy Morrish, statistical information manager at Cancer Research UK, who compiled the figures, said: "While incidence rates for some cancers have fallen over the past decade, others are rising and many of these cases could be prevented if people avoided excessive sun exposure, smoking and obesity and limited their alcohol intake."

The research, covering 1995 to 2004, showed that cases of malignant melanomas have risen by 43%, with the "vast majority" of cases caused by over-exposure to the sun, the charity said.

Sara Hiom, Cancer Research UK's director of health information, said: "Most cases of this disease could be prevented if people protected themselves in the sun and took care not to burn."

Separate research by scientists from the Royal Cornwall hospital in Truro and Derriford hospital in Plymouth has shown that south-west England has seen an 18% rise in cases of melanoma in just two years, between 2003 and 2005.

In the decade covered by yesterday's report, mouth cancer rose by 23%, womb cancer by 21% and kidney cancer by 14%.

Most mouth cancer cases occur in people who smoke or chew tobacco and regularly drink alcohol. The causes of womb cancer are not fully understood, but studies have shown that overweight women are twice as likely to develop it as women who maintain a healthy weight.

The risk of kidney cancer is higher among people who smoke or are overweight. Scientists believe smoking doubles the risk of kidney cancer.

Ms Hiom added: "Everyone can help reduce their risk of cancer by avoiding smoking, keeping a healthy body weight, eating a balanced diet with plenty of fruit, vegetables and fibre and taking regular exercise.

There was some good news in the report, however: rates of cervical cancer have fallen steadily due to the national screening programme.