A recent analysis of TikTok sunscreen content suggests that misleading posts attract outsized attention, even though most videos on the platform promote sunscreen use. Researchers who reviewed 971 TikTok videos — results published in PLOS Digital Health — found the vast majority encouraged sun protection, while only 16 videos discouraged sunscreen or questioned its safety. Despite their small numbers, those misleading posts tended to receive higher engagement than routine health messages.
Why that matters
Social platforms often reward content that is provocative or controversial. As Paul Banwell, a plastic and cosmetic surgeon and skin health expert, points out, popularity does not equal credibility: a video with millions of views can still spread inaccurate advice. When misinformation discourages people from using sunscreen, the consequences can be more than cosmetic — reduced sun protection increases the lifetime risk of UV damage and skin cancer.
The platform response
TikTok says it prohibits health-related misinformation, including inaccurate medical advice that might deter people from seeking care. Still, misinformation appears across many social channels, and even a small number of viral posts can shape beliefs and habits.
Where social content falls short
Banwell highlights that much sunscreen content focuses on beauty benefits — preventing wrinkles and pigmentation — rather than health outcomes. While anti-aging effects are a valid reason to use sunscreen, framing it solely as a cosmetic product can make young people think it’s unnecessary for them. Emphasizing the role of sunscreen in reducing cumulative UV damage and lowering skin cancer risk would broaden its relevance.
Why early habits matter
Sun damage accumulates over time, and childhood or adolescent sunburns can raise the risk of skin cancer later in life. Habits formed early tend to persist, so normalizing sunscreen use for children and teens is important. Ideally, applying sunscreen should become as routine as brushing your teeth.
What creators, clinicians, and brands can do
Healthcare professionals, product makers, and social creators all have roles in making accurate information both accessible and engaging. Creators who reach younger audiences have an opportunity — and responsibility — to present evidence-based guidance rather than sensational claims. Clinicians and public-health communicators can help by producing clear, shareable content that links sunscreen use to long-term health benefits as well as cosmetic ones.
How to evaluate sunscreen advice on social media
– Check the source: Look for posts by credentialed clinicians, accredited organizations, or trusted health outlets. Be cautious of influencers making definitive medical claims without expertise.
– Cross-check claims: Verify surprising or alarming statements against reputable sources (dermatology associations, national cancer societies, or peer-reviewed research).
– Ask for evidence: Reliable posts will reference studies, guidelines, or explain the basis for their advice rather than rely on sensational language.
– Watch for red flags: Absolute claims (“sunscreen is dangerous”) or one-off anecdotes presented as fact are warning signs. High engagement doesn’t guarantee accuracy.
– Know the basics: Effective sunscreen use includes choosing broad-spectrum protection, adequate SPF (typically SPF 30 or higher for daily use), applying a generous amount, and reapplying every two hours or after swimming or sweating.
– Consult a professional: If you have specific concerns about ingredients, skin reactions, or how sunscreen fits into your skin-care routine, ask a dermatologist or primary care provider.
Bottom line
Most sunscreen content on TikTok supports sun protection, but a small number of persuasive, misleading posts can sway public perception. Treat viral tips with healthy skepticism, prioritize information from experts and official sources, and remember that sunscreen protects both appearance and long-term skin health. Enjoy the sun sensibly: use broad-spectrum sunscreen, combine it with shade and protective clothing, and build sun-safe habits early.
