TikTok Sunscreen Myths Get Most Engagement, Study Says

Videos claiming sunscreen is toxic or that sunburns aren't dangerous are getting more likes on TikTok than videos telling people to wear it.

A peer-reviewed analysis of 971 of the platform's most-viewed sunscreen clips found the misleading posts make up just 13% of content but drive the highest engagement, a pattern researchers from the University of Alberta say could undermine decades of skin cancer prevention work.

According to Healthline, the findings were published June 18 in PLOS Digital Health after sampling videos in late September 2024.

How researchers measured 971 TikTok videos

The team coded each video for tone, accuracy, and health claims. Most content, about 87%, promoted sunscreen use. Only 16 videos actively discouraged it or questioned safety.

Yet those few posts consistently outperformed pro-sunscreen clips on likes, comments, and shares. According to New York Post, the study found videos sowing doubt sent audience engagement "into overdrive" despite their small share of overall content.

Just 6% of all videos explicitly mentioned that sunscreen helps prevent skin cancer, leaving a critical public health benefit largely absent from the conversation. According to MedicalXpress, health-critical claims about toxicity generated significantly more interaction than straightforward advice.

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What the misinformation actually claims

The misleading videos rarely dispute SPF numbers. Instead, they frame sunscreen as a chemical risk.

Common themes include claims that sunscreen causes cancer, disrupts hormones, blocks vitamin D to dangerous levels, or that "natural" sun exposure is healthier than protection. One recurring narrative suggests sunburns are not dangerous and are part of building a "base tan."

That messaging appears to resonate with younger viewers. Separate survey data cited by researchers found 1 in 7 Americans under 35 now believe daily sunscreen use is more harmful than direct sun exposure, even as dermatology groups maintain the opposite.

TikTok told Healthline it prohibits health misinformation, including inaccurate medical advice that discourages people from seeking appropriate care.

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Why a small minority gets the most views

The study's central finding is not that misinformation is common — it's that TikTok's engagement system amplifies doubt over consensus.

Researchers found pro-sunscreen videos tended to be instructional and calm. Misinformation clips used personal testimony, "tossing sunscreen in the trash" visuals, and confrontational language that prompts comments and stitches. That emotional friction, not accuracy, predicted reach.

This pattern mirrors earlier work on parenting blogs, where misinformation about pediatric photoprotection also received substantially more engagement than accurate posts, suggesting a cross-platform vulnerability in how health content is rewarded.

Dermatologists interviewed for coverage of the study said the asymmetry matters because skin cancer remains the most common cancer in the United States, and consistent sunscreen use is one of the few proven prevention tools. When a small set of high-engagement videos reframes sunscreen as risky, the public health message gets diluted even if most creators support it.

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What dermatologists say happens next

Physician groups are not calling for bans. They are calling for better counter-messaging.

The American Academy of Dermatology and researchers quoted in the coverage recommend that clinicians post short, evidence-based responses using the same formats that perform well — personal stories, myth-busting stitches, and clear visuals showing UV damage — rather than relying on fact sheets alone.

The University of Alberta team also noted a content gap: with only 6% of videos mentioning cancer prevention, there is room for accurate creators to reclaim the core benefit without engaging in debates about ingredients. Dermatologists continue to advise broad-spectrum SPF 30 or higher, reapplied every two hours outdoors.

For users, the immediate implication is to check the source, not the view count. High engagement on TikTok, the data show, is a poor proxy for medical accuracy when it comes to sunscreen.

Key Takeaways

• 971 TikTok videos analyzed in late September 2024; study published June 18 in PLOS Digital Health

• Only 13% contained misinformation, but those posts earned the highest likes, comments, and shares

• Just 6% mentioned cancer prevention, the primary evidence-based benefit of sunscreen

• Common false claims include sunscreen causes cancer, is toxic, or that sunburns aren't dangerous

• 1 in 7 Americans under 35 now believe daily sunscreen is more harmful than sun exposure, per survey data cited by researchers

Sources

• Healthline

• MedicalXpress

• New York Post

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