A recent study has shed light on the spread of misinformation about sunscreen on TikTok, revealing that while most content promotes sun protection, a small fraction of videos criticizing sunscreen receive disproportionately high engagement. The research, published Thursday, analyzed nearly 1,000 TikTok videos from 2024 under popular sunscreen-related hashtags to assess the nature and reach of messaging surrounding sun care.

According to the study, approximately 87 percent of the videos encouraged sunscreen use, with 27 percent emphasizing the necessity of applying adequate amounts. Only 16 videos exclusively critiqued sunscreen, and 42 contained mixed messages. Despite their low numbers, videos expressing skepticism or opposition to sunscreen amassed significantly more likes, comments, and shares than those promoting it.

Researchers suggest that anti-sunscreen content often incorporates elements such as novelty, shock value, and conspiracy theories, which may trigger emotional responses and contribute to its viral spread. Among the claims made in these critical videos were assertions that sunscreen contains toxic or carcinogenic substances, that sun exposure poses minimal risk, and that sunscreen usage impedes the purported benefits of tanning. These positions contrast sharply with established scientific understanding.

Dermatologists and health experts caution that avoidance of sunscreen can elevate the risk of skin cancer, a condition linked to ultraviolet radiation from sun exposure. Adam Friedman, chair of dermatology at George Washington University, who was not involved in the study, emphasized the dangers of foregoing sun protection. He stated that while limited sun exposure aids in vitamin D synthesis, deliberately skipping sunscreen amounts to self-harm due to increased cancer risk. Friedman also dismissed alternative proposals circulating on social media, such as using beef tallow or tanning without protection, as unscientific and potentially harmful.

The study’s authors and external commentators highlighted concerns about the role of misinformation in public health decisions, particularly given rising skin cancer rates and increased skepticism toward conventional health guidance and pharmaceutical products. Briony Swire-Thompson, director of the Psychology of Misinformation Lab at Northeastern University, noted that the prominence of misinformation engagement aligns with prior findings but pointed out that comment and share activity does not necessarily equate to endorsement of false claims. The study did not evaluate the sentiment of audience responses to the videos.

TikTok maintains that its community guidelines prohibit health misinformation and that the platform collaborates with independent fact-checkers to remove content deemed inaccurate. Nonetheless, the viral nature of anti-sunscreen content poses ongoing challenges for public health communication.

Friedman underscored the importance of effective outreach amid evolving sunscreen regulations. In June, the U.S. Food and Drug Administration added bemotrizinol—an ultraviolet-blocking chemical long used abroad—to the roster of approved active ingredients in American sunscreen products. He characterized this move as ushering U.S. consumers into a new era of advanced sun protection, while reiterating the need to connect with audiences vulnerable to misinformation to ensure they receive accurate guidance.