[1][4] The fact that windburn was really misattributed sunburn, rather than a distinct condition, was shown as early as 1936 by English skin specialist Charles Howard White of Cambridge and American physicist William Henry Crew of New York University.
Prevention measures involve wearing protective clothing, sunscreen, a hat, sunglasses, and seeking shade.
Most importantly, the cooling effects of the wind decrease the perception of heat and burning, meaning individuals are less likely to seek shade or to protect themselves against the sun, and are more likely to stay exposed to the burning effects of the sun's UV radiation for longer.
[3][4] Along with being cooling, the wind also has a drying effect on the skin, which may exacerbate the symptoms of a sunburn.
[2][4] There are also some claims that the natural oils and moisture in the skin are reduced in cold conditions, making the skin more vulnerable to the drying effects of the wind and the sun's UV radiation, and thus more easily burnt in situations where people may not expect to be sunburnt, such as in the snow.