As we head into the peak of summer, the rituals of beach days and backyard barbecues are in full swing, bringing the annual reminder to lather on the sunscreen before soaking up the sun. Dermatologists consistently advise us to avoid peak UV hours between 10 a.m. and 4 p.m., or, if we must be outdoors, to rely on a solid defense of sunscreen, sunglasses, and protective hats. While these recommendations are backed by decades of rigorous medical research, current trends on social media have begun to complicate this simple health message. A recent study analyzing 971 TikTok videos under popular sunscreen hashtags reveals a growing disconnect between clinical advice and the “viral wisdom” that many people are now encountering in their daily feeds, exposing a troubling trend in how we consume health information.
The researchers discovered an initially encouraging landscape: the vast majority of TikTok content—around 86.8%—actually promotes the use of sunscreen. Most of these creators are diligently sharing best practices, educating viewers on how to properly protect their skin from the sun’s potentially damaging rays. However, the study identified a small but vocal 6% of videos that actively critique or discourage the use of sunscreen entirely. While this percentage seems statistically minor, it masks a more alarming reality regarding how these platforms function. The researchers found that these negative, skeptical videos consistently outperformed the factual ones, garnering significantly more likes, comments, and shares. This is the “algorithm effect” in action, where fear-mongering and controversy are rewarded with higher visibility than balanced, boring medical facts.
The misinformation being pushed by these viral videos is varied, yet it largely leans on the same tired, debunked tropes. Creators often label chemical sunscreens as “toxic” or “cancer-causing,” sometimes pivoting to suggest strange, non-regulated alternatives like beef tallow, or advocating for the total abandonment of sun protection under the guise of “ancestral wellness.” These influencers often use a loose interpretation of history, arguing that because our ancestors didn’t use modern lotions, we shouldn’t either. While it is true that some chemical sunscreen products were recalled in 2021 due to trace amounts of benzene—a known carcinogen—this was a specific manufacturing issue tied to a handful of products, not a fundamental indictment of all sunscreens. The study makes one point abundantly clear: the danger of sun exposure far outweighs the benefits of avoiding sunscreen products.
This shift toward “scrollable health advice” is understandable from a human perspective. Dr. Eboni Cornish notes that people are increasingly turning to TikTok because it is fast, free, and incredibly convenient compared to the bureaucratic headache of booking a doctor’s appointment. We live in an age where information is effectively cheap and on-demand, and for many, a 30-second video feels just as authoritative as a medical consultation. However, this accessibility is a double-edged sword. By prioritizing convenience, users are trading professional, personalized care for the risk of absorbing pseudoscientific myths that are designed more for engagement than for actual well-being.
The experts weigh in with a sobering explanation for why this is happening: social media platforms do not prioritize truth; they prioritize retention. Dr. Whitney Bowe explains that algorithms are essentially tuned to reward content that is shocking, controversial, or designed to trigger fear. When a video claims that your sunscreen is poisoning your body, your instinct is to stop, watch, and share it with friends to “spread the word.” Meanwhile, a video explaining the proper application of SPF is just another drop in the ocean, quickly buried by the sensationalism of the myths. This explains the “illusion of consensus”—even though 94% of the content might be pro-sunscreen, the 6% of negative content feels pervasive because it is constantly being pushed to the front of our feeds.
Ultimately, the challenge we face is learning to discern between a professional medical opinion and an influencer’s “hot take.” As we continue to navigate the digital world, we must remember that behind every viral skincare hack is a human with a motive, but behind every sunscreen regulation is a mountain of evidence meant specifically to keep our real-world selves healthy. Protecting ourselves from the sun is not just about keeping up with trends; it’s about acknowledging that while the internet is a great place to stay entertained, it shouldn’t be the final authority on our physical health. This summer, let’s choose to rely on the facts that have stood the test of time, rather than the ones that simply happen to be trending this week.