A team of scientists has found that posts claiming sunscreen is harmful are more likely to generate “likes,” comments and shares on TikTok.
When analyzing popular videos related to sunscreens on the platform, researchers found that those who falsely claimed that these products are carcinogenic or more dangerous than direct exposure to the sun tended to generate more interactions.
In new, published last week in PLOS Digital Healththe team analyzed 971 of the most-watched videos on Tiktok that used sunscreen-related hashtags. In total, these contents accumulated 8.7 billion views.
The researchers classified the videos depending on whether they promoted the use of sunscreen or criticized the product from a health perspective.
According to , the analysis revealed both good and bad news. On the positive side, 86% of the videos in the sample promoted, in some way, the use of sunscreen, while only 6% presented criticism related to potential health impacts.
However, 1.5% of the videos claimed that sunscreen ingredients cause long-term health damage, and 1.2% claimed that these products prevent the absorption of vitamin D.
Despite representing a small fraction of total views, videos that spread scientifically dubious claims generated, on average, a higher level of engagement. Content that discouraged the use of sunscreen received more “likes”, was shared more times and generated more comments.
Skepticism toward sunscreens is not a new phenomenon, but it has seen a significant resurgence in an era marked by the rapid spread of online disinformation.
Many of these criticisms argue that certain chemical compounds present in over-the-counter sunscreens are absorbed into the bloodstream and can disrupt the endocrine system or even increase the risk of some types of cancer.
Although these claims do not apply to most commercially available products, some studies suggest that certain compounds, such as oxybenzoneused in some sunscreens with high SPF, can interfere with hormonal balance.
There are also so-called “sun nutritionists“, who argue that using sunscreen does more harm than good by blocking natural exposure to sunlight.
Some experts worry that these messages are already contributing to increased skepticism about sunscreens, especially among younger people. One carried out in 2024 revealed that one in seven adults under 35 years old believed that daily use of sunscreen was more harmful than direct exposure to the sun.
In turn, one of the American Academy of Dermatology concluded that 37% of Generation Z respondents said they only use sunscreen when encouraged or pressured by other people.
However, cases of skin cancer associated with sun exposure, and potentially preventable, continue to increaseparticularly among younger generations.
Although concerns about certain chemical compounds and microplastics present in some sunscreens deserve continued attention and investigation, completely abandoning their use in favor of direct sun exposure would be a serious mistake.
Furthermore, there are currently several alternatives with lower chemical load. More and more consumers are opting for mineral sunscreens, which do not contain chemical filters and remain on the surface of the skin, instead of being absorbed by the body.
Unfortunately, balanced and contextualized information like this tends to generate fewer interactions on social media than sensationalist claims or conspiracy theories.
