"Incidence rates in Europe are higher in the more affluent countries, compared to data from the Baltic states of Latvia, Lithuania, Estonia, Belarus and Serbia, although recent data show a rise in incidence in many East European countries"

More affluent countries don't
 have more sun, they have more junk food, sugar and seed oil..

"The incidence of malignant melanoma has been increasing worldwide, resulting in an important socio-economic problem. From being a rare cancer one century ago, the average lifetime risk for melanoma has now reached 1 in 50 in many Western populations.."

These stats perfectly coincide with the increase in junk food, sugar, and seed oil consumption.  The sun has remained the same.