International healthcare insurance customers could be among those not heeding advice about cancer risks.
According to one healthcare professional, people are still taking chances with their health despite being aware of the dangers involved.
"The fact that people still smoke, despite knowing the dangers, suggests that awareness is not enough on its own to ensure that people avoid lifestyle choices that increase their risk of cancer," Dr Mark Matfield, scientific co-ordinator at the Association for International Cancer Research, explained.
His comments follow research published in Annals of Oncology, which found that there will be nearly 1.3 million deaths from cancer in Europe in 2011.
The number of women dying from lung cancer was shown to be increasing in every European country except the UK.
Britain saw its numbers reach the highest level in a decade, but they are now beginning to level off.