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TikTok has become one of the world's most influential platforms for health, beauty, and skincare advice. Millions of users turn to creators for recommendations about everything from acne treatments to anti-aging products. Among the most discussed skincare topics is sunscreen, a product widely recommended by dermatologists and public health experts.
However, concerns have grown in recent years about the spread of sunscreen misinformation on social media. Claims that sunscreen is harmful, toxic, unnecessary, or even cancer-causing have circulated online, leading many people to question whether sunscreen advice on TikTok can be trusted.
A recent study published in PLOS Digital Health examined this issue by analyzing nearly 1,000 of the most-viewed sunscreen-related TikTok videos. The findings offer a surprising perspective on the actual scale of sunscreen misinformation and how audiences respond to it.
Researchers analyzed 971 of the most-viewed TikTok videos associated with popular sunscreen-related hashtags, including:
These videos collectively generated billions of views and millions of likes, comments, and shares. The goal was to determine how often sunscreen misinformation appeared and how audiences interacted with different types of content.
The researchers categorized videos into several groups, including those that promoted sunscreen, those that criticized sunscreen, and those that contained both positive and critical messaging.
One of the study's most important findings is that sunscreen misinformation is far less common than many people assume.
Researchers found that approximately 86.8% of the analyzed videos promoted sunscreen use. Content creators frequently discussed sunscreen as an important part of skincare routines and highlighted benefits such as:
Many creators also reviewed specific sunscreen products, demonstrated application techniques, and shared recommendations for different skin types.
The study suggests that the dominant narrative surrounding sunscreen on TikTok is overwhelmingly positive and supportive of regular sunscreen use.
While misinformation existed, it represented only a small portion of the content analyzed.
Researchers found that just 6% of the videos included some form of criticism related to sunscreen's health effects. Even more importantly, only 1.6% of videos exclusively focused on discouraging sunscreen use without also discussing its benefits.
Examples of misinformation identified in the study included claims that sunscreen:
Although these claims attracted attention, they accounted for a relatively small percentage of highly viewed content.
This finding challenges the common perception that TikTok is flooded with sunscreen misinformation.
The most fascinating discovery from the study was not how much misinformation existed, but how audiences interacted with it.
Videos that criticized sunscreen received significantly higher levels of engagement compared to videos that simply promoted sunscreen.
Researchers found that sunscreen-critical videos generated:
Even though these videos represented only a tiny fraction of the content analyzed, they consistently sparked stronger audience reactions.
This pattern reflects a broader trend seen across social media platforms. Controversial, surprising, or contrarian content often attracts more attention than information that aligns with established scientific consensus.
People are naturally drawn to content that challenges common beliefs, especially when it involves health, beauty, or lifestyle topics.
Another key finding was the strong connection between sunscreen content and beauty-focused marketing.
Many creators emphasized cosmetic benefits rather than health benefits. Discussions often focused on:
Interestingly, only a small percentage of videos explicitly mentioned skin cancer prevention, despite it being one of sunscreen's most important health benefits.
This suggests that TikTok users may be more likely to encounter sunscreen content framed as a beauty product rather than a health protection tool.
The study highlighted several misconceptions that continue to circulate online.
There is currently no credible scientific evidence showing that approved sunscreen ingredients cause cancer when used as directed.
In fact, sunscreen is widely recommended by health organizations as a protective measure against skin cancer.
While sunscreen can reduce UV exposure, research shows that normal sunscreen use does not typically lead to significant vitamin D deficiency.
Most people still receive some sun exposure during daily activities.
Some social media creators claim that mineral or natural sunscreens are inherently safer than chemical sunscreens.
Health experts generally consider both types safe and effective when approved by regulatory agencies.
Consumer preference may vary, but avoiding sunscreen entirely is not considered a safer alternative.
The study emphasizes the growing importance of digital health literacy.
With millions of people receiving health information through social media, users must learn how to evaluate content critically.
Helpful strategies include:
Developing these skills can help users make informed decisions about their health rather than relying solely on viral social media trends.
The research offers both encouraging and cautionary insights.
On the positive side, sunscreen misinformation does not dominate TikTok content. Most creators promote sunscreen use and encourage healthy sun protection habits.
However, misinformation remains concerning because of its ability to generate outsized engagement. Even a small number of misleading videos can attract significant attention and influence public perceptions.
For public health organizations, the challenge is not simply reducing misinformation but also creating engaging, trustworthy content that can compete for audience attention.
The latest research provides a more balanced picture of sunscreen discussions on TikTok. Contrary to popular belief, misinformation about sunscreen appears in only a small percentage of highly viewed content. Most videos encourage sunscreen use and highlight its benefits for skin health and protection.
At the same time, misinformation tends to receive stronger audience engagement, demonstrating how controversial content can spread rapidly online.
As social media continues to shape health conversations worldwide, users should approach viral claims with curiosity, critical thinking, and a commitment to evidence-based information. Sunscreen remains one of the most widely recommended tools for protecting skin from harmful UV exposure, and scientific evidence continues to support its role in reducing sun-related skin damage and skin cancer risk.
Marcon, A., Zenone, M., Boniface, V., Peters, C. E., & Caufield, T. (2026). Sunscreen is overwhelmingly promoted on TikTok, but content with misinformation exhibits proportionally high levels of audience interaction. PLOS Digital Health, 5(6), e0001440. DOI: 10.1371/journal.pdig.0001440.
This article is intended for informational and educational purposes only. It does not constitute medical advice, diagnosis, or treatment. Readers should consult qualified healthcare professionals or dermatologists regarding personal health concerns, sun protection practices, or skincare decisions. Information presented is based on the referenced research study and should not replace professional medical guidance.