A new study found that TikTok is flooded with sunscreen misinformation, with many of the platform's most-watched videos making false or misleading claims about sun protection. According to U.S. News and World Report, researchers reviewed hundreds of top-performing TikTok videos about sunscreen and found that a majority contained inaccurate information.
The study found that common false claims included the idea that sunscreen causes cancer, that it is toxic, and that it should be avoided entirely. Some videos promoted "natural" alternatives to commercially available sunscreens, despite no scientific evidence supporting their effectiveness against ultraviolet radiation.
Sunscreen is widely recognized by dermatologists and public health officials as one of the most effective tools for reducing the risk of skin cancer, including melanoma. The American Academy of Dermatology recommends broad-spectrum sunscreen with an SPF of 30 or higher for daily use. Skin cancer is the most commonly diagnosed cancer in the United States.
Researchers noted that videos spreading misinformation often received more engagement than those containing accurate information. The study raised concerns about the influence social media platforms have over health decisions, particularly among younger users who rely on TikTok as a primary source of information.
The findings add to a growing body of research showing that health misinformation spreads rapidly on short-form video platforms. Previous studies have identified similar problems with content related to vaccines, diet, and mental health. Because TikTok's algorithm tends to promote content based on engagement rather than accuracy, misleading videos can reach large audiences quickly.
Researchers called on platforms like TikTok to do more to label or limit the reach of health content that contradicts established medical guidance. They also recommended that dermatologists and public health communicators become more active on social media to provide accessible, accurate information directly to users.
The study did not identify a single source as responsible for the spread of misinformation but pointed to a broad network of influencers, wellness accounts, and anonymous users as contributors. Some of the most-viewed videos came from accounts with large followings that regularly post content questioning mainstream medicine.
Public health officials have expressed concern that distrust of sunscreen, fueled in part by social media content, could lead to increases in sun-related skin damage and skin cancer diagnoses in future years. Skin cancer rates in the United States have been rising for decades, and experts say widespread use of sunscreen remains one of the most straightforward ways to slow that trend.
