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Misinformation about sunscreen makes up a small portion of TikTok videos on the topic, but these posts are disproportionately popular and widely shared, a new study finds.
Health topics are often affected by misinformation spread online. This includes content related to sunscreen – a crucial tool in skin cancer prevention. new Peer review study Researchers at the University of Alberta found that misinformation on TikTok gets more audience engagement than pro-sunscreen content.
The study looked at 971 of the most viewed TikTok videos about sunscreen, and found that the most viewed videos contained anti-sunscreen messages. These videos make up only a small portion of the content on TikTok (6%), compared to pro-sunscreen videos (86.8%). Only 1.5% of posts reviewed by researchers claimed that sunscreen causes harm.
Although there are fewer anti-sun videos, they attract the most attention because the messages are more provocative, the researchers said. Public health officials have expressed concern about Anti-sun movement Falsely claims that sunscreen is harmful or prevents the health benefits of sun exposure. Among the myths spread around these messages are that sunscreen causes cancer, that it prevents the absorption of vitamin D, and that it is toxic to humans. The popularity of this content on TikTok can influence viewers, especially younger ones, to avoid it altogether.
It is not surprising that many Americans resort to this Social media for health advice. A Pew Research Center survey Released in April, it found that 36% of Americans reported getting health information, at least sometimes, from social media. (22% said they got health information from AI chatbots.) Health influencers know how to create particularly engaging content, making it easier for others to believe the message they’re sharing — even if it’s false or misleading.
Experts attribute Americans’ willingness to believe sunscreen misinformation to a wide range of factors.
“I think skepticism about sunscreen arose from some overlapping movements: clean beauty, mistrust of institutions, fear of synthetic ingredients, and a public health culture that tends to frame ‘natural’ as automatically safer,” says Dr. Melanie Palm, a board-certified dermatologist and plastic surgeon at Skin Art MD” Sensationalist messages spread easily on social media because they feed on real human concerns,” says CNET.
Although there is comparatively more pro-sunscreen TikTok content, experts believe the messaging on this has also been short-sighted. The study found that the majority of sunscreen content promoted on TikTok was primarily centered around its beauty benefits, with only 6% mentioning reducing cancer risks.
“For many people, especially young people, photography seems more important than cancer prevention,” Palm says. This doesn’t mean that sun protection lacks beauty benefits. “I don’t think it’s wrong to talk about the beauty benefits of sunscreen, because sunscreen helps prevent brown spots, uneven discoloration, collagen breakdown, and premature aging,” Palm says.
As sunscreen content leans more toward the beauty angle, the importance of skin cancer prevention messages has been downplayed. “Dermatologists and brands need to say it[sunscreen can prevent skin cancer]more clearly, and we need to say it in plain language,” Palm says. The problem is that facts on social media often feel like a lecture. Palm believes experts can work to explain themselves better without weakening the science and be less dismissive if a patient is concerned about using sunscreen.
“We can say, ‘I understand why that sounds alarming — this is what the evidence actually shows, and here are the options if you prefer mineral sunscreen, tinted sunscreen, fragrance-free formulas or newer filters,'” Palm suggests.
Palm experts who are active on social media recommend focusing on shorter videos, simpler measurements, and real-life examples of sun damage. This is just one part of the equation. Sunscreen manufacturers who market their products on social media often use fear-based language. Palm recommends focusing on educating the public instead. This includes explaining common terms like “broad spectrum” or why it’s important to reapply sunscreen. “Offer sunscreens to different skin tones, because if a product leaves a white cast or pimples under makeup, people won’t wear it every day,” Palm says.
With research showing this More people get their news from social mediaIt’s a good time to appear as expert as possible when sharing content on social media platforms. Sunscreen brands can aim to educate young people about the importance of skin protection while still talking about its beauty benefits. Even if you’re sharing the truth on social media, the way you deliver that message is just as important if you want to reach a larger audience.
