Social Media Misinformation Drives Over 16 Million Americans Toward High Skin Cancer Risk

For decades, dermatologists have warned that ultraviolet radiation is one of the most preventable causes of skin cancer. Yet a new survey from the American Academy of Dermatology suggests that the problem is no longer only about access to sunscreen or lack of awareness. It is also about trust, misinformation, and the growing influence of social media on basic health behavior.

The AAD’s 2026 Practice Safe Sun Survey, released for Skin Cancer Awareness Month and Melanoma Monday, found that more than 16 million U.S. adults have reduced or stopped using sunscreen because of claims they encountered online. The finding points to a troubling shift: digital misinformation is not simply shaping opinions about skincare, it may be altering skin cancer prevention behavior at population scale.

The survey, conducted by Versta Research among 1,132 U.S. adults between January 19 and February 2, 2026, shows a clear gap between confidence and knowledge. Although 67% of Americans rated their sun protection habits as “good” or “excellent,” nearly half scored a “C” or lower on the AAD’s sun safety quiz. Among Gen Z adults, ages 18 to 29, one-third received a D or F.

The Disconnect is Clinically Important

Skin cancer is the most common cancer in the United States, and the AAD notes that at least one in five Americans will develop it during their lifetime. Despite this, one-third of Americans reported having had a sunburn in the past year, a marker of excessive UV exposure and preventable DNA damage.

“While it’s encouraging that over half of Americans are using sunscreen, young people and adults are navigating an overwhelming amount of conflicting information about sun protection,” said AAD President and board-certified dermatologist Dr. Murad Alam, “Misinformation reinforces harmful tanning myths, leading people to underestimate the risks of UV light exposure and ignore protective measures. It’s important to evaluate the source of medical information and make informed skincare decisions by seeking advice from a board-certified dermatologist. The reality is that window glass cannot stop harmful rays, and no amount of sun exposure is necessary or completely safe.”

The survey suggests that younger adults are particularly exposed to this information environment. While 21% of Americans said they rely on Instagram or TikTok influencers for skincare advice, that figure rose to 36% among Gen Z. Nearly half of all Americans reported seeing sunscreen misinformation online, compared with 64% of Gen Z respondents.

These numbers help explain why traditional public health messaging may be losing ground. For many younger adults, skincare advice is increasingly delivered through short videos, beauty trends, wellness influencers, and anti-chemical narratives. In that setting, sunscreen can be reframed not as a cancer prevention tool, but as something unnecessary, unnatural, or even harmful. Dermatologists say that narrative is not supported by evidence.

The persistence of tanning myths is another major concern. According to the AAD, more than 160 million American adults got a suntan in 2025, and nearly 60 million did so intentionally. Eighty-three percent of adults said sun exposure gives them a “healthy-looking glow,” while 55% said tanned skin looks healthier. More than half believed at least one tanning myth, including the idea that tanning is safe if a person does not burn, or that a base tan can prevent sunburn or reduce cancer risk.

“There is no such thing as a safe tan. Every time you tan or burn, you are also damaging the DNA in your skin and the more damage, the greater your risk of skin cancer,” added Dr. Alam. “There is a disconnect driving high rates of sunburn, with consequences that go far beyond just temporary discomfort. Sunburns cause pain and embarrassment in the short term, and over time they make the skin look wrinkled, spotted, and old, while also dramatically increasing the risk of skin cancer.”

The survey also highlights a second missed opportunity: many adults understand that the sun ages skin, but not all connect this damage to prevention. Half of adults said they worry about premature skin aging, and 43% reported visible signs of sun damage, such as wrinkles or dark spots. Seventy percent said they wish they had done more to protect their skin earlier in life. Yet 21% did not know sunscreen helps prevent premature aging, and 26% did not know it can help prevent dark spots.

“Data show that many Americans are learning about long term sun damage the hard way,” said Dr. Alam. “The effects of UV exposure build over time – driving premature aging and increasing the risk of skin cancer, which is now the most common form of cancer in the United States. The good news is that much of this damage is preventable with simple, consistent sun protection habits.”

For clinicians and public health professionals, the message is becoming more complex. Advising sunscreen use remains essential, but it may no longer be enough. Patients may also need help identifying credible sources, interpreting online claims, and understanding that “natural” or influencer-driven advice can still carry medical risk.

The AAD recommends consistent sun protection and early detection. That includes regular skin self-exams and consultation with a board-certified dermatologist for any new, changing, itching, or bleeding lesions. In an era when misinformation can spread faster than clinical guidance, skin cancer prevention may now depend not only on sunscreen use, but also on correcting the digital myths that persuade people to abandon it.