US sweating under sun and sunscreen misinformation

A TikTok influencer dismissively throws a tube of sunscreen over his shoulder and, shirtless, declares that the cream causes cancer. Instead, he promotes “regular sun exposure” to his 400,000 followers — contradicting US dermatologists who are fighting a rise in such dubious misinformation.

From AFPAs summer scorches, some social media influencers are giving potentially dangerous advice about sun protection, despite increased warnings from health experts about overexposure to the sun as skin cancer rates rise.

Public health is further undermined by the videos, some of which have been viewed millions of times, sharing “homemade” recipes using ingredients such as beef suet, avocado butter and beeswax, which are claimed to be effective skin protectants.

In a viral TikTok video, “transformation coach” Jerome Tan trashes a commercial sunscreen and tells his followers that eating natural foods allows the body to make its “own sunscreen,” without providing any scientific evidence for his claim.

Experts say such online misinformation is increasingly causing harm in the real world. One in seven U.S. adults under 35 think that daily sunscreen use is more harmful than direct sun exposure, and nearly a quarter believe that staying hydrated can prevent sunburn, according to a survey conducted this year by Ipsos for the Orlando Health Cancer Institute.

“People believe in a lot of dangerous ideas that expose them to additional risks,” warned Rajesh Nair, an oncologic surgeon at the institute.

No safe tanning

While influencers are increasingly casting doubt on commercial sunscreens, another US study found that their use has actually declined. Some 75 percent of Americans regularly use sunscreen, while in 2022 this was only 79 percent.

The findings are consistent with other trends pointing to growing public distrust of established medical guidelines, including those on COVID-19 and other vaccines, and increasing reliance on influencers with little or no scientific knowledge.

Dermatologists are working to disabuse people of the increasingly popular notion that higher levels of sun exposure are good for the skin. “There is no safe tan,” Daniel Bennett, a dermatologist and professor at the University of Wisconsin School of Medicine and Public Health, told AFP.

“The evidence that ultraviolet light exposure is the leading preventable cause of skin cancer is overwhelming,” he added.

According to experts, many of the misleading or false claims come from influencers who want to monetize their content on social media platforms. This is an echo chamber where sensational and false claims often lead to engagement.

Some content creators are taking advantage of “sunscreen skepticism” to “sell their own supplements or promote alternative, all-natural sunscreens,” Eric Dahan, founder of influencer marketing agency Mighty Joy, told AFP.

Sun paranoia

Dahan pointed to an Instagram post that advised to “constantly wear sunscreen” while promoting a line of skincare products. “Say goodbye to sun paranoia,” the emoji-laden post said. “Get some (guilt-free) rays this summer.”

Another shirtless Instagram influencer holding a surfboard on the beach says he rejects sunscreen. “Am I worried about skin cancer? I’m not,” he posted, promoting “animal-based sunscreen” made from beef suet.

Tallow — essentially rendered, purified beef fat — has no ability to block ultraviolet rays on its own, said Megan Poynot Couvillion, a dermatologist practicing in Texas. “I don’t see a problem with using it on the skin as an emollient, but definitely not as a sunscreen,” she told AFP.

The U.S. Food and Drug Administration has called for more research into the ingredients of commercial sunscreens, but still recommends their use. The organization points out that excessive sun exposure is a leading cause of skin cancer.

Homemade sunscreens “do not provide effective sun protection,” leaving users susceptible to burning, premature skin aging and skin cancer, warns the American Academy of Dermatology.

Some influencer recipes include zinc oxide, a well-known sunscreen. But making sunscreen at home that effectively blocks UV rays is unrealistic, said Adam Friedman, a professor at George Washington University School of Medicine and Health Sciences. “You really can’t make this in your basement,” Friedman told AFP.

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