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Misinformation Drives Americans to Abandon Sunscreen, AAD Survey Finds
A new national survey from the American Academy of Dermatology (AAD) reveals a troubling trend: millions of Americans are reducing or stopping sunscreen use due to online misinformation, despite growing concerns about skin cancer and premature aging.
The AAD’s annual Practice Safe Sun Survey, released today ahead of Skin Cancer Awareness Month in May, uncovered a significant disconnect between Americans’ perceived knowledge of sun safety and their actual practices. While 57% report regularly using sunscreen, one-third of respondents still experienced a sunburn within the past year.
“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 Dr. Murad Alam. “Misinformation reinforces harmful tanning myths, leading people to underestimate the risks of UV light exposure and ignore protective measures.”
The influence of social media on skin care decisions is particularly pronounced among younger generations. While 21% of Americans overall rely on Instagram or TikTok influencers for skincare advice, this figure jumps to 36% among Gen Z respondents. Nearly half of all Americans, and a concerning 64% of Gen Z, report encountering sunscreen misinformation online.
This misinformation epidemic has real consequences. More than 16 million adults have reduced or completely stopped using sunscreen based on claims they’ve encountered online, according to the survey data.
Knowledge gaps remain pervasive across age groups. Nearly half of Americans scored a “C” or lower on the AAD’s sun safety quiz, despite two-thirds rating their own habits as “good” or “excellent.” The knowledge deficit is especially pronounced among Gen Z (ages 18-29), with one-third receiving a D or F grade on basic sun safety knowledge.
Persistent tanning myths continue to drive risky behavior. A staggering 83% of adults believe sun exposure provides a “healthy-looking glow,” while 55% think tanned skin appears healthier. More than half (52%) believe at least one scientifically disproven tanning myth, including the dangerous misconception that tanning is safe as long as you don’t burn (29%).
“There is no such thing as a safe tan,” Dr. Alam emphasized. “Every time you tan or burn, you are damaging the DNA in your skin. The more damage, the greater your risk of skin cancer.”
The survey shows that at least 160 million American adults got a suntan in 2025, with nearly 60 million doing so intentionally. This widespread behavior persists despite the fact that at least one in five Americans will develop skin cancer in their lifetime, making it the most common form of cancer in the United States.
The long-term consequences of sun exposure are becoming increasingly apparent to many Americans. Half of adults worry about premature skin aging, and 43% already see visible damage like wrinkles or dark spots. Looking back, 70% wish they had done more to protect their skin earlier in life.
Yet knowledge gaps about prevention remain, with 21% unaware that sunscreen helps prevent premature aging and 26% not realizing 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. The good news is that much of this damage is preventable with simple, consistent sun protection habits.”
The survey was conducted online from January 19 to February 2, 2026, with a national sample of 1,132 U.S. adults. Sampling was stratified by demographic factors and weighted to match current population estimates from the United States Census Bureau.
As Skin Cancer Awareness Month begins, the AAD recommends regular skin self-examinations and consulting a board-certified dermatologist about any new, changing, itching, or bleeding spots on the skin. More information on skin cancer prevention and detection can be found at aad.org/skincancer.
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14 Comments
Skin cancer is a major public health issue, and this study shows how online misinformation is undermining prevention efforts. The dermatology community needs to find ways to more effectively reach people, especially young people, with science-backed sun safety advice.
Absolutely. Influencers and social media personalities need to be more responsible with the health information they share. Spreading misinformation about sunscreen can have devastating consequences.
Skin cancer is a growing public health crisis, and this study shows how misinformation is exacerbating the problem. The dermatology community needs to be more proactive in debunking these harmful myths and providing science-based guidance on sun protection.
Absolutely. Trusted medical experts should be the ones shaping the narrative around skin health, not random social media influencers. This is a serious issue that requires a coordinated response.
This is very concerning. Misinformation on social media is clearly putting people’s health at risk. Skin cancer is a serious issue that should not be taken lightly. I hope the dermatology community can find ways to more effectively counter these dangerous myths.
Agreed. Influencers need to be more responsible with the health advice they provide online. Spreading misinformation about sunscreen use is irresponsible and could have tragic consequences.
It’s alarming to see how many Americans are foregoing sun protection due to misinformation. Skin cancer prevention should be a top priority, especially given the high rates we’re seeing. This study highlights the need for better public education on the risks of UV exposure.
I hope the dermatology community can find creative ways to reach young people on social media and counter the dangerous myths being spread. Fact-based skin health campaigns are crucial.
This is really concerning. Skin cancer is a serious issue, and people need to be taking proper precautions. The fact that misinformation is driving so many to abandon sunscreen is incredibly worrying. The dermatology community has a big challenge ahead in countering these dangerous myths.
I agree. Trusted medical experts need to be at the forefront of this conversation, not random social media personalities. Fact-based public education campaigns are crucial to addressing this problem.
This is a concerning trend. We should be doing more to educate the public, especially younger generations, on the importance of sun safety and the real risks of UV exposure. Misinformation has serious consequences when it comes to public health.
I agree. Dermatologists and other medical professionals need to be more vocal in calling out these dangerous myths and providing evidence-based guidance. The public deserves accurate information to make informed decisions about their health.
Misinformation on social media can have real, tangible impacts on public health. This study shows how online myths about sunscreen are putting millions at greater risk of skin cancer. The dermatology community needs to find ways to more effectively reach people with science-backed guidance.
Absolutely. Influencers and social media users need to be more responsible about the health information they share. Spreading misinformation about sunscreen is irresponsible and could have tragic consequences.