TikTok sunscreen videos with misinformation drew highest engagement, study finds

A study published Thursday in the journal PLOS Digital Health examined TikTok videos with the highest views under the five most popular sunscreen-related hashtags. Researchers from the University of Alberta in Canada reviewed nearly 1,000 videos and found that 87 percent promoted sunscreen use.

Videos containing misinformation received the highest engagement. Misinformation included claims that sunburns are not dangerous, that sunscreen is toxic or cancer-causing, and that it could disrupt hormones or contain microplastics.

Study findings on sunscreen claims Lead study author Alessandro Marcon said specific posts mentioned hormone-disrupting potential, carcinogens, tainted breast milk, and microplastics. The researchers wrote that no scientific indications show widely used chemical sunscreen ingredients are harmful to health.

The study noted that chemical sunscreens use filters to absorb ultraviolet rays while mineral sunscreens use titanium dioxide or zinc oxide to block rays. Both types are regulated by the Food and Drug Administration.

Earlier surveys and market context A separate American Academy of Dermatology survey this year found one-third of Gen Z participants received a failing grade on sun safety knowledge. Thirty-six percent of those surveyed said they turn to influencers as their primary source of skincare information.

The Food and Drug Administration recently cleared the UV filter bemotrizinol for the U.S. market. Marcon urged users to approach health content on social media with caution, especially posts that promote fear or fringe ideas.