And sure enough, if you look up any details on the studies in question, they are highly questionable. Vastly different populations studied with very weak controls. For example, sunscreen use -- both chemical and physical, i.e. hats -- was not controlled for. Seems like a big problem since that's the primary claim being made! And it seems like such an obvious thing. It makes one wonder why it was omitted.
The facts of the "status quo" of sun exposure dangers, on the other hand, have quite a lot more going for them, both in terms of study quality and in terms of physical explanation/interpretation. UV radiation physically damages DNA, even when you don't burn. Tanning is a response to skin cell damage, so any additional melanin production in your skin is indication that your DNA is being damaged. Damaged DNA means when your cells reproduce, they reproduce the damage and/or otherwise mutate. If that damage or mutation happens to be cancerous, then you have a big problem. Tanning, contrary to what people seem to think, doesn't inoculate you against skin cancer or damage. It merely helps absorb a higher percentage of UV radiation -- meaning your skin is still getting damaged, just at a slightly lower rate (a helpful, though marginal, evolutionary advantage).