Sunscreen Misinformation Spreads Way Faster Than the Truth on TikTok, Study Reveals


Misinformation about sunscreen makes up a small portion of TikTok videos about the subject, but those posts are disproportionately popular and widely shared, a new study finds.

Wellness topics are commonly affected by misinformation spread online. That includes content related to sunscreen — a crucial tool in preventing skin cancer. A new peer-reviewed study conducted by researchers at the University of Alberta found that misinformation on TikTok receives higher audience engagement compared to pro-sunscreen content. 

The study looked at 971 of the most-viewed TikTok videos about sunscreen and found that the most-viewed videos had anti-sunscreen messaging. These videos only made up a small fraction of content found on TikTok (6%), compared to pro-sunscreen videos (86.8%). And only 1.5% of the posts the researchers reviewed claimed sunscreen caused harm.

Although there are fewer anti-sunscreen videos, these attract the most attention because the messaging is more provocative, the researchers said. Public health officials have been concerned about the anti-sunscreen movement that claims, falsely, that sunscreen is harmful or prevents the health benefits of sun exposure. Among the myths these messages spread include that sunscreen causes cancer, it blocks the absorption of Vitamin D and that it’s toxic to humans. The popularity of this content on TikTok could influence viewers, particularly younger ones, to avoid it altogether. 

It’s not surprising that many Americans turn to social media for health advice. A Pew Research Center survey released in April found 36% of Americans reported getting health information at least sometimes from social media. (And 22% said they got health information from AI chatbots.) Wellness influencers know how to make particularly engaging content, which makes it easier for others to believe the message they’re sharing — even if it’s false or misleading. 

Experts attribute the willingness of Americans to believe sunscreen misinformation to a wide range of factors.

“I think sunscreen skepticism grew out of a few overlapping movements: clean beauty, distrust of institutions, fear of synthetic ingredients and a general wellness culture that tends to frame ‘natural’ as automatically safer,” Dr. Melanie Palm, a board-certified dermatologist and cosmetic surgeon at Art of Skin MD, tells CNET. Sensationalized messages spread easily on social media because they feed on real human fears. 

Although there’s relatively more pro-sunscreen TikTok content, experts believe the messaging for this has been short-sighted as well. The study found that the majority of sunscreen content promoted on TikTok was mainly centered around its beauty benefits, versus only 6% mentioning cancer risk reduction.

“For many people, especially younger people, photoaging feels more relevant than cancer prevention,” Palm says. Not that sun protection lacks beauty benefits. ”I don’t think it’s wrong to talk about the beauty benefits of sunscreen because sunscreen does help prevent brown spots, uneven tone, collagen breakdown, and premature aging,” Palm says. 

Since sunscreen content has leaned more towards the beauty angle, its skin cancer prevention messaging has been downplayed. “Dermatologists and brands need to say it [sunscreen can prevent skin cancer] more clearly, and we need to say it in plain language,” Palm says. The problem is that often the facts on social media sound like a lecture. Palm believes experts can work on explaining themselves better without diluting the science and being less dismissive if a patient is worried about sunscreen use.

“We can say, ‘I understand why that sounds concerning — here is what the evidence actually shows, and here are options if you prefer mineral sunscreen, tinted sunscreen, fragrance-free formulas or newer filters,’” Palm suggests. 

Palm recommends experts active on social media focus on shorter videos, simpler analogies and real-life examples of sun damage. That’s just one piece of the equation. Sunscreen manufacturers marketing their products on social media often use fear-based language. Palm recommends that they focus on educating the public instead. This includes explaining common terms such as “broad-spectrum” or why it’s important to reapply sunscreen. “Show sunscreens on different skin tones, because if a product leaves a white cast or pills under makeup, people are not going to wear it daily,” Palm says. 

With research showing that more people are receiving their news from social media, it’s prime time for experts to appear as relatable as possible when sharing content on social platforms. Sunscreen brands can aim to educate younger people on the importance of skin protection and still speak about its beauty benefits. Even if you’re sharing the truth on social media, the way you get that message across is just as important if you want to reach a greater audience. 





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Another day, another politically motivated attack in the United States.

This morning’s shooting at a Dallas ICE detention facility – where a sniper killed two detainees and wounded another before taking his own life prompted me to revisit a question that’s been troubling me: Is political violence actually increasing in America, or does it just feel that way?

To explore this, I’ve conducted what I’ll call a methodological experiment.

Rather than relying on traditional datasets, I’ve used ChatGPT and Claude to construct a synthetic index of political violence in the US since 1945. Let me be absolutely clear: this isn’t conventional data. It’s data generated through language models, with all the limitations that implies.

The Methodology (and Its Limitations)

Here’s what I did: I asked both ChatGPT and Claude to generate lists of politically motivated violent incidents since 1945, then had them score each incident’s severity on a scale where 50 represents a “normal” level.

The models assessed both casualties and symbolic significance, and I used them to cross-check each other’s work. I then quality-checked the output myself and categorised perpetrators by political affiliation where this was clearly established.

This approach is, admittedly, unorthodox. Language models are trained on existing texts and may reflect biases in their training data. They might overweight highly publicised events or recent incidents that featured prominently in their training corpus.

The “data” we’re looking at is essentially a structured synthesis of what these models have absorbed about American political violence.

Yet there’s something intriguing here. These models have processed vast amounts of information about political violence – news reports, academic studies, government documents. Their output might capture patterns that traditional datasets miss, though it might also amplify certain narratives or blind spots.

What the Synthetic Data Reveal

With those caveats firmly in mind, the patterns that emerge from this exercise are concerning. The model-generated index shows a clear upward trend in political violence over the past decade.

Looking at the breakdown by perpetrator ideology (where clearly established), the data suggest that right-wing extremist groups have been responsible for the majority of incidents in recent years, though we cannot draw conclusions about today’s attack whilst investigations are ongoing.

The synthetic data align with some empirical observations. Princeton’s Bridging Divides Initiative recorded over 600 incidents of threats and harassment against local officials in 2024 – a 74% increase from 2022. The University of Maryland found that in the first half of 2025, 35% of violent events targeted U.S. government personnel or facilities – more than twice the rate in 2024.

The Charlie Kirk Assassination and Recent Patterns

The September assassination of conservative activist Charlie Kirk marked a particularly dark moment.

The incident followed numerous recent acts of political violence, including the murder of Minnesota Democratic state Rep. Melissa Hortman and her husband, and two assassination attempts on President Trump in 2024.

What the synthetic data reveal is not just increased frequency but a shift in patterns. While overall levels of physical political violence remained low in 2024 compared to years prior, acts of vigilante violence grew as a proportion of all reported incidents.

We’re seeing less organised group violence and more lone-wolf attacks – a pattern that’s harder to predict and prevent.

The Epistemological Challenge

When we use language models to generate “data” about social phenomena, what exactly are we measuring? We’re essentially extracting structured information from the collective corpus of human writing about these events. It’s aggregating distributed information, but through an AI intermediary rather than traditional data collection methods.

This raises fascinating questions.

The models suggest that right-wing extremist violence has been responsible for a fairly large majority of U.S. domestic terrorism deaths since 2001. But how much of this reflects actual patterns versus the way these events are covered and discussed in the sources the models were trained on?

The synthetic data are, in a sense, a mirror of our collective discourse about political violence. They reflect not just what happened, but how we’ve talked about what happened. That’s both a limitation and, potentially, a feature – understanding the narrative landscape around political violence might be as important as counting incidents.

An Experimental Tool

I’ve built an interactive app (using the AI coding tool Lovable) based on this language model-generated violence index.

Users can explore the synthetic data, examine patterns across different time periods and perpetrator groups, and understand the methodology behind it. Think of it as an experiment in using AI to structure historical information rather than a definitive dataset.

The value isn’t in treating this as gospel truth, but in what it reveals about how these events are recorded, remembered, and synthesised in our collective digital memory.

When language models trained on our civilisation’s text output show rising political violence, it tells us something – even if that something is as much about narrative as about underlying reality.

This morning’s tragedy in Dallas reminds us that behind every data point – whether traditionally collected or AI-generated – there are real victims and real consequences. Understanding the patterns, however imperfectly, is the first step toward addressing them.

Try the tool here.





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