Why Sunscreen Misinformation Gets More Attention on TikTok

• A new study found that TikTok videos promoting misinformation about sunscreen tend to receive higher engagement.
• However, while some videos containing sunscreen misinformation garner more attention, a majority of sunscreen content on the platform is positive.
• Experts warn that even a small amount of misinformation can have serious consequences if it discourages people from using sunscreen.

A new study suggests that misinformation about sunscreen on TikTok may receive disproportionate engagement, representing a small fraction of the platform’s sunscreen-related content, which is mostly positive.

The findings, published June 18 in PLOS Digital Health, were based on an analysis of 971 TikTok videos. Researchers found that most videos promoted sunscreen use, while only 16 videos discouraged it or questioned its safety.

However, posts containing sunscreen misinformation tended to generate higher engagement rates.

“Social media tends to reward content that is provocative or challenges accepted advice, so claims that sunscreen is harmful or unnecessary are often going to generate more discussion than straightforward health messaging,” said Paul Banwell, a plastic and cosmetic surgeon and skin health expert in the United Kingdom who wasn’t involved in the study.

Even so, Banwell noted that even a relatively small amount of misleading content can sometimes attract outsized attention online, allowing myths about sunscreen to thrive.

A spokesperson for TikTok told Healthline that the platform prohibits health-related misinformation, including inaccurate medical advice that discourages people from seeking appropriate medical care.

Healthline spoke with Banwell about how to separate fact from fiction when viewing sunscreen content on social media and why sun protection is your best defense against skin cancer.

This interview has been lightly edited for clarity and length.

Banwell: A lot of sunscreen content focuses on preventing wrinkles, pigmentation, and premature aging, which are all valid benefits, but they shouldn’t be the whole conversation.

As a doctor, my primary concern is skin health. Skin cancer is one of the most common cancers worldwide, yet it seems to feature far less prominently in online discussions than beauty-related benefits. Ideally, we should be talking about both.

Many people, particularly younger audiences, get significant health information from social media. Influencers have a real opportunity to encourage positive habits, but with that comes responsibility.

If sunscreen is only framed as an anti-aging product, people may decide it isn’t relevant to them. Understanding that it also helps protect against long-term UV damage and reduces skin cancer risk gives people a much stronger reason to make it part of their daily routine.

Banwell: The habits we develop when we’re young often stay with us throughout adulthood. We also know that sun damage accumulates over time, and childhood sunburns can increase the risk of skin cancer later in life.

The earlier we can educate children and teenagers about sun safety, the better. Ideally, wearing sunscreen should become as routine as brushing your teeth.

This recent news is a reminder that healthcare professionals, brands, and creators all have an important role to play in making accurate information accessible and engaging.

Sunscreen isn’t about avoiding the outdoors or living in fear of the sun. It’s about enjoying the sun sensibly while protecting your skin for the long term.