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On TikTok, sunscreen misinformation goes viral

A University of Alberta study analyzed 971 popular TikToks using top sunscreen hashtags. While 86.8% of these videos promoted sunscreen use, those containing critiques saw significantly higher levels of likes, shares, and comments. This indicates that inaccurate content attracts more attention than scientific advice.

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New data provides specific percentages on the prevalence of pro-sunscreen versus anti-sunscreen content.

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  1. Sunscreen Misinformation Gains Disproportionate TikTok Engagement

    A University of Alberta study analyzed 971 popular TikToks using top sunscreen hashtags. While 86.8% of these videos promoted sunscreen use, those containing critiques saw significantly higher levels of likes, shares, and comments. This indicates that inaccurate content attracts more attention than scientific advice.

    What's confirmed:

    • A study of 971 highly viewed TikToks found that 86.8% of the videos promoted the use of sunscreen.
    • Videos containing sunscreen critiques generated significantly more likes, shares, and comments than those promoting sunscreen.
    • Sunscreen misinformation represents a small proportion of the total videos analyzed.
    confidence 100%

  2. Sunscreen Misinformation Gains High Engagement on TikTok

    A study published in PLOS Digital Health shows that misinformation about sun protection spreads rapidly on TikTok. While most content on the platform encourages sunscreen use, videos containing health inaccuracies attract disproportionately high engagement. Some viral posts claim sunburns are not dangerous or that sunscreen is toxic.

    What's confirmed:

    • A study published June 18 in PLOS Digital Health by Alessandro Marcon of the University of Alberta and colleagues found that sunscreen misinformation attracts disproportionately high audience engagement on TikTok.
    • Most popular TikTok videos overwhelmingly promote the use of sunscreen.
    • Misinformation regarding sunscreen spreads faster than accurate information on the platform.
    • Videos criticizing sunscreen make up a minority of posts but receive high engagement.

    Still unconfirmed:

    • Some TikTok videos claim that sunburns are not dangerous.
    • Some users on TikTok claim that applying sunscreen can be toxic to sunbathers.
    • Wellness influencers and toxic masculinity may be contributing to skin cancer risks via these videos.
    confidence 95%