Misinformation about sunscreen makes up a small portion of TikTok videos about the topic, but those posts are disproportionately popular and widely shared, a new study finds.
Health topics are often affected by misinformation spread on the Internet. That includes content related to sunscreen — an important tool in skin cancer prevention. A new peer-reviewed study by researchers at the University of Alberta found that misinformation about TikTok gets higher audience engagement compared to pro-sunscreen content.
The study looked at the 971 most-viewed TikTok videos about sun protection and found that the most-viewed videos contained anti-sunscreen messages. These videos make up a small portion of the content available on TikTok (6%), compared to sunscreen videos (86.8%). And only 1.5% of the posts the researchers reviewed said sunscreen caused damage.
Although there are few anti-sunscreen videos, these attract more attention because the messages are provocative, researchers say. Public health officials have been concerned about the anti-sunscreen movement claiming, falsely, that sunscreen is harmful or prevents the health benefits of sun exposure. Among the myths spread by these messages are that sunscreen causes cancer, blocks the absorption of Vitamin D and is toxic to humans. The popularity of this content on TikTok can influence viewers, especially young people, to avoid it altogether.
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It’s no surprise that many Americans are turning to social media for health advice. A Pew Research Center study released in April found 36% of Americans reported getting health information at least once on social media. (And 22% say they’ve gotten health information from AI chatbots.) Health advocates know how to create engaging content, making it easier for others to believe the message they’re sharing — even if it’s false or misleading.
Experts say that Americans’ willingness to believe misinformation about sunscreen is a factor.
“I think that sunscreen skepticism grew out of several parallel movements: clean beauty, mistrust of institutions, fear of artificial ingredients and a general health culture that tends to place ‘natural’ as something automatically safe,” Dr. Melanie Palm, a board-certified dermatologist and cosmetic surgeon at Art of Skin MD, tells CNET. Sensational messages spread easily on social media because they feed on people’s real fears.
While there is a lot of pro-sunscreen content on TikTok, experts believe that its messages are also short-sighted. The study found that most of the sunscreen content promoted on TikTok focused on its beauty benefits, compared to only 6% that mentioned reducing the risk of cancer.
“For many people, especially young people, imaging seems more effective than cancer prevention,” Palm said. It’s not that sunscreen doesn’t have beauty benefits. “I don’t think it’s wrong to talk about the beauty benefits of sunscreen because sunscreen helps prevent brown spots, uneven tone, collagen breakdown, and premature aging,” says Palm.
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Since the content of sunscreen depends more on the aesthetic angle, its messages to prevent skin cancer have been downplayed. “Dermatologists and products need to say it [sunscreen can prevent skin cancer] clearly, and we need to say it in simple language, “said Palm. The problem is that often the facts on social media sound like talk. Palm believes that professionals can work on explaining themselves better without reducing science and not being so concerned if the patient is worried about the use of sunscreen.
“We can say, ‘I understand why that sounds concerning — here’s the evidence, and here are the options if you’re choosing mineral sunscreen, tinted sunscreen, fragrance-free formulas or new filters,'” Palm suggests.
Palm recommends social media professionals to focus on short videos, simple analogies and real examples of sun damage. That’s just one piece of the equation. Sunscreen manufacturers who market their products on social media often use fear-based language. Palm recommends that they focus on educating the public instead. This includes explaining common terms like “broad-spectrum” or why it’s important to reapply sunscreen. “Show sunscreens for different skin types, because if the product leaves a white cast or pills under the makeup, people won’t wear it every day,” said Palm.
With research showing that most people get their news from social media, it’s a good time for professionals to appear as relatable as possible when sharing content on social media. Sunscreen products can aim to educate young people about the importance of protecting the skin and still talk about its beauty benefits. Even if you’re sharing the truth on social media, how you convey that message is just as important if you want to reach a large audience.
