A recent study published in PLOS Digital Health has shed light on a troubling dynamic within the digital landscape: while the vast majority of sunscreen-related content on TikTok is pro-health, the videos that actively discourage or question the safety of sunscreen tend to generate significantly higher engagement. Researchers analyzed nearly 1,000 videos and found that only a small fraction—just 16 clips—actively spread misinformation. However, the nature of social media algorithms often favors provocative or contrarian claims over standard medical guidance. Because these controversial posts spark more debate and interaction, they often gain a disproportionate amount of “reach,” allowing potentially dangerous myths to circulate much further than the benign, fact-based videos that actually benefit the public.
For experts like British plastic and cosmetic surgeon Paul Banwell, these findings are a wake-up call regarding how health information is consumed by younger generations. He points out that social media platforms are designed to reward content that challenges the status quo, which naturally elevates those who suggest sunscreen is “harmful” or “unnecessary.” This creates a precarious environment where a tiny piece of misinformation can be amplified to millions of people, ultimately undermining years of scientific consensus. While TikTok maintains that it has policies against medical misinformation, the human tendency to focus on “hot takes” makes it incredibly difficult to suppress the noise, leaving the average user to navigate a minefield of conflicting advice.
The conversation around sun care, Banwell notes, also suffers from a narrow focus on aesthetics. For years, the skincare industry has marketed sunscreen primarily as an anti-aging elixir—a tool to prevent wrinkles and dark spots. While these are certainly valid and appealing reasons to wear SPF, this messaging inadvertently creates the impression that sun protection is only necessary for those who view vanity as a priority. If someone doesn’t feel concerned about their appearance or thinks they are “too young” to worry about aging, they might logically, but mistakenly, opt out of using sun protection altogether. By shifting the conversation away from beauty and back toward biology, we can frame sunscreen as what it truly is: a vital piece of medical equipment for life.
As a doctor, Banwell’s chief concern is the stark reality that skin cancer remains one of the most prevalent forms of cancer globally. By keeping the conversation strictly on the surface—meaning skin texture and tone—we are failing to communicate the gravity of UV radiation damage. Sun damage isn’t just about wrinkles; it’s about cellular changes that accumulate over an entire lifetime. If users on social media understood that sunscreen serves as a primary defense against a disease that is highly preventable, they might see it less as a “beauty step” and more as a daily necessity. Influencers have a profound opportunity to shape these habits, but the researchers and experts alike agree that this comes with a heavy responsibility to lead with factual, life-saving data rather than alarmist myths.
The long-term impact of this digital misinformation is particularly worrisome for younger audiences. Because skin damage is a cumulative process, the habits formed during the teenage years and early twenties set the stage for one’s health profile decades later. Childhood sunburns are a well-documented risk factor for skin cancer later in life, making early education not just helpful, but critical. Banwell suggests that we need to normalize sun protection so thoroughly that it becomes as routine as brushing one’s teeth. Waiting until one is older to start protecting their skin is like trying to build a foundation after a house has already started to crack; the prevention must happen early to be truly effective.
Ultimately, the goal is not to shame people away from social media, nor is it to suggest that we should live in fear of the sun. The outdoors offer immense physical and mental health benefits that should be enjoyed. Instead, the takeaway from this research is a call for a more conscious approach to how we consume information. Brands, creators, and healthcare professionals must collaborate to make accurate, science-backed skin safety tips as engaging and “viral-worthy” as the contrarian myths. By humanizing the science and emphasizing sensible, long-term protection, we can help people enjoy the sun responsibly—ensuring that the next generation protects their health as much as they protect their complexion.