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How can I protect skin from the sun?

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Avoid the sun as much as possible when the sun is strong

In the UK, stay in the shade or indoors as much as possible between 11 am and 3 pm in the summer months (May to September). This applies all year round in hotter countries nearer to the equator. This middle time of the day is when the sun's ray's are the strongest. Trees, umbrellas, canopies, etc, provide good shade.

Cover up

Cover up the body as much as possible when you are out in the sunshine.

Wear wide brimmed hats with a brim that goes all around the hat to protect the face and neck. These are the areas most commonly affected by sun damage. Baseball caps are not so good as they shade the face but not the neck, lower face and ears. Young children should wear hats with neck protectors too.
Wear loose baggy T-shirts (or even better - long sleeve tops) and baggy shorts. The material should be tightly woven which blocks sunlight.
Wear wrap around sunglasses (your eyes can get sun damage too). Make sure the sunglasses are ones which protect against UV light.

Use factor 15+ sunscreen (sunblock) liberally

You should apply sunscreen with an SPF (Sun Protection Factor) of at least 15. Be sure to cover areas which are sometimes missed such as the lips, ears, around eyes, neck, scalp if hair is thinning, hands, and feet. You should not think of sunscreen as an alternative to avoiding the sun or covering up. It is used in addition. No sunscreen is 100% effective and so it provides less protection than clothes or shade. Ideally:

Apply 20-30 minutes before going out into the sun (it takes a short time to work).
Re-apply frequently, at least every two hours, and always after swimming or towelling (even those that say they are waterproof).
Reapply to children even more often.
Use a 'broad spectrum' sunscreen to protect against UVA and UVB.