Misinformation About Sunscreen Outperforms Science on TikTok—What the Data Shows

Viral false claims about sunscreen—from “toxic chemicals” to “ineffective ingredients”—are generating far more engagement on TikTok than scientifically verified information, according to a new analysis of the platform’s most-viewed content. The findings highlight a growing digital health misinformation crisis, where debunked myths about skincare and sun protection spread rapidly, often reaching millions of users before being corrected. Experts warn the trend undermines public health efforts to reduce skin cancer risks, particularly among younger audiences who rely on social media for advice.

Researchers analyzed 971 of TikTok’s most-viewed videos across five top hashtags related to sunscreen—including #SunscreenTruth, #ToxicSunscreen, and #SkincareMyths—finding that videos promoting false or misleading claims accumulated over 1 billion total views. In contrast, videos citing dermatologist-approved research or FDA guidelines received significantly less traction, despite containing accurate information. The disparity raises concerns about how algorithms prioritize engagement over accuracy, even in health-related content.

This isn’t an isolated issue. A 2023 study published in JAMA Dermatology found that 60% of TikTok videos about sunscreen contained at least one misleading claim, with many users reporting they had changed their sunscreen habits based on viral advice (JAMA Dermatology, 2023). Meanwhile, the American Academy of Dermatology (AAD) has repeatedly warned that misinformation about sunscreen ingredients—such as claims that zinc oxide or titanium dioxide are harmful—can lead to dangerous behaviors, like skipping SPF or using expired products.

Why Do Misinformation Videos Perform Better?

Three key factors explain why false claims about sunscreen dominate TikTok’s algorithm, according to digital media researchers and platform analysts:

• Emotional triggers: Videos framing sunscreen as “dangerous” or “corporate propaganda” generate higher engagement than neutral, evidence-based content. A 2022 analysis by the Pew Research Center found that misinformation spreads 70% faster on social media when tied to fear or conspiracy theories (Pew Research, 2022).
• Algorithm bias: TikTok’s “For You Page” prioritizes videos that spark comments, shares, and prolonged watching—metrics that misinformation often outperforms. The platform has faced criticism for not effectively flagging health-related misinformation, unlike other content categories.
• Lack of authoritative voices: While dermatologists and health organizations post corrective content, they often lack the same production value (e.g., quick cuts, trending audio) as viral creators. A 2023 Nature study found that only 12% of health-related TikTok videos were created by medical professionals (Nature, 2023).

What Are the Most Common Sunscreen Myths on TikTok?

The analysis identified five recurring false claims that consistently outperform factual content:

1. “Sunscreen causes vitamin D deficiency.”

   While excessive sun avoidance can impact vitamin D, proper sunscreen use does not, according to the National Institutes of Health (NIH). The myth stems from outdated studies misinterpreted by influencers (NIH, 2021).

2. “Chemical sunscreens are toxic and cause cancer.”

   The FDA and World Health Organization (WHO) classify sunscreen ingredients like oxybenzone and avobenzene as safe when used as directed. A 2020 Journal of the American Academy of Dermatology review found no credible evidence linking sunscreen chemicals to cancer (JAAD, 2020).

   

3. “Natural sunscreens (like zinc oxide) are always safer.”

   While mineral sunscreens (zinc oxide, titanium dioxide) are less likely to cause allergic reactions, they must be reapplied frequently to remain effective. The AAD notes that no sunscreen is “100% natural”—even mineral options require processing (AAD, 2023).

4. “SPF 50+ blocks all UV rays.”

   SPF measures UVB protection only. No sunscreen blocks 100% of UVA (aging rays), though “broad-spectrum” labels indicate coverage for both. The FDA limits SPF claims to 50+ because higher numbers offer minimal additional protection (FDA, 2021).

5. “You don’t need sunscreen on cloudy days.”

   Up to 80% of UV radiation penetrates clouds, according to the Skin Cancer Foundation. Many viral videos incorrectly suggest indoor or overcast conditions eliminate sun exposure risks (SCF, 2023).

Who Is Most Affected by This Misinformation?

The impact of sunscreen misinformation isn’t equal. Data shows Gen Z and millennials—who spend an average of 95 minutes daily on TikTok—are the most vulnerable, with 42% reporting they’ve changed their sunscreen habits based on social media advice (Statista, 2023). Key groups at risk include:

• Teenagers (13–19): 78% of sunburns in this age group occur before age 18, yet only 14% use sunscreen daily, per the Centers for Disease Control and Prevention (CDC) (CDC, 2023).
• People of color: Darker skin tones have more melanin but still require SPF to prevent hyperpigmentation and skin cancer. A 2022 survey found 30% of Black Americans avoid sunscreen due to myths about “asphyxiation” from zinc oxide (JAMA Dermatology, 2022).
• Parents of young children: Misinformation about “toxic” sunscreens has led some to opt for no SPF at all, despite pediatric dermatologists warning that one severe sunburn in childhood doubles melanoma risk (AAD, 2023).

What Are Experts and Platforms Doing About It?

While TikTok has introduced health misinformation labels and partnered with dermatologists, critics argue the measures are too little, too late. Here’s what’s being done—and what’s missing:

• TikTok’s current policies:
  • Launched a #SunSafety campaign in 2023 featuring dermatologists.
  • Added warning labels to videos promoting “unproven” or “misleading” health claims (though enforcement is inconsistent).
  • Limited algorithmic amplification of medically debunked content in some regions.
• Gaps in enforcement:
  • No real-time fact-checking: TikTok’s AI relies on user reports to flag misinformation, meaning viral myths often spread before correction.
  • Lack of penalties: Creators who repeatedly spread false claims face no account suspensions, only temporary content removal.
  • No transparency: TikTok does not publicly disclose how often it removes health misinformation or the criteria for enforcement.
• What dermatologists recommend:
  • Follow @AADPublic and @SkinCancerFoundation on TikTok for verified content.
  • Use the “Search” filter for “educational” or “official” labels when looking for sunscreen advice.
  • Cross-check claims with AAD’s sunscreen guide or Cancer.org’s sun safety resources.

Key Takeaways: What You Need to Know

1. Are chemical sunscreens really harmful?

No. The FDA, WHO, and AAD classify all approved sunscreen ingredients as safe when used as directed. Claims of toxicity are not supported by peer-reviewed science.

What Happens Next?

The next critical checkpoint is the September 2024 FDA hearing on sunscreen regulations, where officials will discuss updates to SPF testing standards and misleading marketing claims. Meanwhile, the National Cancer Institute (NCI) is expected to release a new public awareness campaign in October targeting TikTok and Instagram influencers, focusing on debunking top sunscreen myths.

For the latest updates, monitor:

• The FDA’s upcoming hearings.
• The NCI’s sun safety initiatives.
• AAD’s monthly sunscreen myth-busting posts.