PUBLISHED: 20th August 2026
Social media has become an increasingly common source of health information. You can find lots of credible health information on social media, but some information is questionable and may even be harmful.
With the good comes the unreliable
If you've been on TikTok recently, you may have seen contradictory advice about sunscreen: some content creators claim sunscreen is unnecessary or toxic, while others promote its benefits.
These posts can be confusing, especially when they receive thousands or even millions of views.
A recent study published in PLOS Digital Health examined what people actually see on TikTok when they search for sunscreen-related content.
The researchers asked:
- What messages about sunscreen are people seeing on TikTok?
- How often does misinformation appear?
- Which types of videos receive the most engagement, such as likes, comments and shares?
Instead of studying patients, researchers examine published content to identify patterns and trends.
What did they find?
Info that is mostly good
The researchers found that the majority of the highly viewed videos promoted sunscreen use. Almost 90% of videos discussed the benefits of sunscreen such as:
- Helping prevent sunburn
- Reducing signs of premature skin aging
- Helping lower the risk of skin cancer
- Protecting skin from sun damage
This is good news, as most experts agree that people who go out in the sun should protect their uncovered skin with sunscreen.
But also a little bad
Only a relatively small percentage of videos (6%) discouraged sunscreen use or promoted misleading claims.
However, researchers noted an important finding that has also been observed in similar studies:
The videos that criticized sunscreen or contained misinformation tended to receive more engagement than videos promoting sunscreen.
In other words, controversial content often generated more discussion, even though it represented a small portion of the popular videos analyzed.
Some videos with high engagement included misinformation: that sunscreen could cause cancer, contaminate breast milk, disrupt hormones or damage the ecosystem, to name a few examples that the researchers shared.
Online information is not always accurate
These findings help to show that what gets the most attention online isn't always the most accurate.
Seeing a highly shared or frequently discussed video can make it seem like "everyone is saying this," even when that isn't the case.
Social media platforms are designed to promote content that generates interaction. Posts that spark debate, surprise or strong emotions often receive more comments and shares than straightforward educational posts.
Since social media changes rapidly, these findings also represent a snapshot in time. TikTok trends, creators and algorithms are constantly evolving.
Even so, understanding both the prevalence and visibility of sunscreen misinformation can help inform public health communication generally.
What does the science say about sunscreen?
The American Academy of Dermatology (AAD) and the U.S. Food and Drug Administration (FDA) follow science and research related to sunscreen.
The AAD is the largest professional association for dermatologists. These physicians focus solely on skin, hair and nail health through education, research and advocacy. The FDA continuously evaluates sunscreen ingredients for safety—it does not recommend avoiding sunscreen.
Based on scientific research, both organizations note that sunscreen is safe for most people when used as directed. Additionally, sunscreen reduces sunburn, premature skin aging and skin cancer risk, outweighing the risks of sunscreen ingredients or not using sunscreen.
What is in sunscreen?
- Active ingredients (UV filters): These provide UV protection and are regulated by the FDA (e.g., zinc oxide, titanium dioxide, avobenzone).
- Inactive ingredients: These make up the rest of the formulation (emollients, preservatives, emulsifiers, fragrances, etc.). While the FDA regulates the finished over-the-counter (OTC) drug product, inactive ingredients generally do not undergo the same ingredient-specific approval process as active sunscreen filters. They must still be safe for their intended use and comply with applicable regulations.
Who oversees sunscreen ingredients in the U.S.?
The FDA regulates sunscreens in the United States because sunscreens are classified as over-the-counter (OTC) drugs, not cosmetics.
Most sunscreen products are marketed under the FDA's OTC sunscreen monograph. A monograph is a detailed book of regulations on a specific topic.
The FDA’s sunscreen monograph sets specific rules for sunscreen, including which active UV-filter ingredients may be marketed to consumers, and establishes requirements for:
- permitted active ingredients
- testing for SPF and broad-spectrum protection
- labeling requirements for manufacturers
- manufacturing standards
- safety and effectiveness
- changes to sunscreen ingredients
What can you do?
This study offers an important reminder for anyone who sees health information being shared online and on social media.
Rather than assuming the most popular or engaging post is the most accurate, it's worth asking:
- Is this information supported by scientific evidence?
- Does it come from a credible source?
- Is it consistent with recommendations from dermatologists and public health organizations?
FORCE’s interactive Spot the BOAST tool provides helpful tips for evaluating online medical information.
Social media can be a useful place to learn about health topics.
Remind yourself that popularity isn't the same as accuracy.
When it comes to protecting your skin, decades of scientific evidence, not viral social media videos, continue to support the use of sunscreen as one part of a sun protection strategy. Seeking shade, wearing protective clothing and avoiding excessive UV exposure are also recommended.
Melanoma prevention is one of many areas that are important to the FORCE community. You can read more about melanoma prevention here.