Misinformation about sunscreen is spreading on TikTok, researchers say
Most sunscreen content on TikTok promotes product use. However, a small number of videos spreading misinformation receive significantly higher engagement than evidence-based content. This trend has raised concerns among public health and skin cancer experts.
What changed
New details identify the research as being published in PLOS Digital Health and list the contributing researchers and institutions.
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TikTok Sunscreen Misinformation Gains High Engagement
confidence 95%Most sunscreen content on TikTok promotes product use. However, a small number of videos spreading misinformation receive significantly higher engagement than evidence-based content. This trend has raised concerns among public health and skin cancer experts.
What's confirmed:
- The vast majority of sunscreen content on TikTok promotes the use of sunscreen.
- Misleading sunscreen videos often generate higher engagement than evidence-based videos.
- Research on this trend was published in PLOS Digital Health.
- The study was conducted by researchers from University of Alberta, The University of British Columbia, BC Centre for Disease Control, and BC Cancer.
Still unconfirmed:
- An anti-sunscreen trend has led experts to call for better sun protection education in schools.
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TikTok Sunscreen Misinformation Draws High Engagement Despite Low Volume
confidence 90%Researchers found that most sunscreen-related TikToks promote product use, but a small minority spread misinformation. These critical videos generate significantly higher engagement in likes, shares, and comments than promotional content. This trend suggests that false claims about sunscreen attract disproportionate attention.
What's confirmed:
- A study of 971 highly viewed TikToks using popular sunscreen hashtags found 86.8% of videos promoted sunscreen use.
- Videos containing only critiques of sunscreen showed significantly higher engagement in likes, shares, and comments compared to those promoting it.
- Only 1.5% of the analyzed videos claimed sunscreen causes harm and 1.2% claimed it prevents health benefits.
- Promotional videos typically focused on preventing skin damage (17.4%), acne (15.3%), aging (11.5%), and cancer (6.1%).
Still unconfirmed:
- Gen Z is the most exposed demographic to sunscreen misinformation on TikTok.
- Toxic masculinity and wellness influencers are contributing to skin cancer risks.
- Videos claiming sunburns are not dangerous are flooding the platform.