Down here in Argentina we haven't forgotten about it at all. Tourists heading to the far south in the summer are often cautioned to wear lots of sunblock because it's so easy to get sunburned there.
But AFAIK you can get sunburnt in extreme latitudes, ozone or no ozone in fact.
http://arcticglass.blogspot.com/2006/04/bedroom-view-938-pm_... http://www.wired.com/science/discoveries/news/2008/10/dayint...