Sunscreen Misinformation Spreading on TikTok, Study Finds
A new study reveals that while most TikTok videos about sunscreen promote its use, videos spreading misinformation about sunscreen are generating significantly higher levels of engagement, including more likes, shares, and comments. The findings have raised concerns among dermatologists about the potential public health impact of anti-sunscreen messaging on social media.
Anti-Sunscreen Content Gains Traction
Researchers at the University of Alberta Health Law Institute analyzed approximately 1,000 TikTok videos from 2024 that used popular sunscreen-related hashtags. The study, titled “Sunscreen is predominantly promoted on TikTok, but misinformation content has relatively high levels of audience engagement,” categorized the videos as promoting sunscreen, criticizing it, or containing mixed messages.
While about 87% of the videos promoted sunscreen use and around 27% emphasized the importance of applying enough sunscreen, the videos that criticized sunscreen received significantly higher engagement despite having similar view counts. Alessandro Marcon, one of the study’s authors, told The Washington Post that there is clearly an audience drawn to this type of content.
Health Risks of Skipping Sunscreen
Dermatologists warn that the spread of misinformation encouraging people to skip sunscreen could have serious health consequences. Adam Friedman, professor and chair of dermatology at George Washington University, emphasized that skipping sunscreen significantly increases the risk of skin cancer.
The misinformation videos make various claims, including that sunscreens are toxic, contain carcinogens, prevent tanning, and that sun exposure is safe without protection. Some videos also promote unproven alternatives such as using beef tallow instead of sunscreen, which Friedman described as harmful and not scientifically based.
“They are intentionally harming themselves,” Friedman said of those who follow the misinformation advice.
Why Misinformation Spreads
The study suggests that misleading and contradictory claims about sunscreen — such as the idea that sunscreens are either useless or harmful — contain elements of novelty, shock value, and conspiracy theories that trigger emotions and increase viral potential. This aligns with previous research showing that users are more likely to engage with content that challenges mainstream health advice.
TikTok’s Response and Expert Recommendations
TikTok has stated that its community guidelines prohibit health-related misinformation and noted that the company works with independent fact-checkers to identify and remove false content. Briony Swire-Thompson, director of the Psychology of Misinformation Lab at Northeastern University, said it was encouraging that the majority of TikTok videos in the study promoted sunscreen use.
However, Swire-Thompson cautioned that the study does not conclude that everyone who engaged with misinformation videos necessarily believed the content, as the research did not analyze the comments in detail.
New Sunscreen Ingredient Approved in the U.S.
The findings come at a critical time for sunscreen advocacy. In June, the U.S. Food and Drug Administration approved a new chemical ingredient, bemotrizinol, for use in sunscreens. The ingredient blocks ultraviolet rays more effectively and has been used in other countries for years, but was not approved in the U.S. for decades. Friedman said combating misinformation is especially important as new, more effective sunscreen options become available.
Dermatologists continue to recommend regular sunscreen use as the most effective way to protect against skin cancer and other sun-related skin damage.
