Melanoma diagnoses in the UK have reached an all-time high, with over 20,000 cases reported annually and about 2,600 deaths per year, yet 86% of these cancers are entirely preventable. The surge isn't just due to an aging population; experts point to a troubling shift in attitudes toward sun protection, fueled largely by misinformation spreading across social media platforms where wellness influencers and "clean beauty" advocates are publicly discouraging sunscreen use.

How Is Misinformation About Sunscreen Spreading Online?

The problem starts with a simple but dangerous myth: the claim that sunscreen is "toxic" and should be avoided. This rhetoric has gained traction among influencers promoting "clean" beauty and "natural" products, despite zero scientific evidence supporting these claims. In fact, some online personalities have gone so far as to suggest that sunscreen causes cancer rather than prevents it.

One high-profile example involved a television personality with 2.5 million Instagram followers who publicly stated she didn't use sunscreen on herself or her three young children because it was "toxic" and they had built up a "good tolerance" to the sun. This kind of messaging reaches millions of people, yet according to a 2025 survey, only about 4% of dermatology content online is created by actual dermatologists. The remaining 96% comes from a mix of enthusiastic amateurs and people trying to sell products.

The algorithms that power social media platforms make the problem worse. Sensationalist content gets pushed to users far more frequently than factual, evidence-based posts, creating an environment where scaremongering content thrives while boring health facts get buried.

"It is really concerning that anyone can share something online that is potentially going to kill someone, with no consequence and no thought about how it could actually impact people," said Thorrun Govind, a pharmacist and healthcare commentator.

Thorrun Govind, Pharmacist and Healthcare Commentator

What Other Dangerous Trends Are Putting Young People at Risk?

Beyond sunscreen avoidance, several troubling trends are driving up skin cancer rates among young people. Y2K fashion has brought back a penchant for tanning, and modern technology has made chasing the sun easier than ever. Tanning apps now help users monitor UV levels and boost sun exposure, while social media videos recommend the best places to get rays and methods to create intentional sun "tattoos" using tan lines.

Most alarming is the resurgence of tanning bed use. Despite being illegal for anyone under 18, ID checks aren't mandatory at many tanning salons. Recent investigations have shown that teenagers and children as young as 10 are gaining access to these facilities. Surveys indicate that over one-third of 16- to 17-year-olds in the UK use tanning beds.

The World Health Organization classifies both UV rays from the sun and tanning beds as group one carcinogens, placing them in the same category as tobacco and asbestos. Yet many young people remain unaware of these risks. Using a tanning bed before age 35 increases melanoma risk by 59%, while even a single blistering sunburn in childhood more than doubles the risk of melanoma later in life.

Why Do People Ignore the Risks of Tanning?

The psychology behind tanning behavior reveals why misinformation spreads so easily. When someone gets a sunburn, it's painful and they typically avoid repeating the experience. But when they get a tan, friends and family compliment them, and there's no pain involved. This positive reinforcement creates a powerful incentive to keep tanning, even though any change in skin tone is actually a sign of DNA damage.

"Any change in skin tone is your body crying out for help, a representation of the DNA being damaged and trying to protect you from cancer risk," warned Dr. Amy Perkins, a consultant dermatologist and spokesperson for the skin cancer charity Skcin.

Dr. Amy Perkins, Consultant Dermatologist at Skcin

There is no such thing as a "safe" tan, and the idea that getting a "base tan" will protect you from skin cancer is completely false. Yet this myth persists, particularly among young people who started dermatology training in recent years report seeing an alarming number of melanoma diagnoses in their twenties.

What About the Vitamin D Argument Against Sunscreen?

Another myth circulating online claims that wearing sunscreen blocks vitamin D production and that people need to expose themselves to the sun to maintain adequate levels. While sunscreen theoretically could lower vitamin D if applied to every inch of the body at all times, this rarely happens in practice. Most people either don't apply enough sunscreen or use it too irregularly for it to significantly affect vitamin D levels.

Research supports this. One Australian study found no difference in vitamin D levels between adults randomly assigned to use sunscreen one summer and those assigned a placebo cream. Anyone concerned about vitamin D deficiency can easily obtain more through diet or supplements without risking skin cancer.

How Can People Protect Their Skin More Effectively?

• Apply Sunscreen Properly: Use an appropriate amount of sunscreen and reapply every two hours, especially if sweating or swimming. The recommended amount is roughly a shot glass full to cover your entire body.
• Choose New Protective Ingredients: The FDA recently approved bemotrizinol (BEMT), the first new sunscreen ingredient approved since the 1990s. This ingredient blocks UVA1 light, a leading cause of photoaging and skin cancer, and works without leaving a white cast or being absorbed into the bloodstream.
• Apply Sunscreen Before Going Outside: Apply sunscreen 30 minutes to one hour before heading outdoors to allow it to properly set into the skin.
• Get Regular Skin Cancer Screenings: Early detection is critical. Even people who use sunscreen regularly should have annual skin checks, as one NFL coach discovered when a dermatologist found a basal cell carcinoma on his nose during a routine screening.
• Cover Up When Possible: Use protective clothing, hats, and sunglasses in addition to sunscreen for comprehensive protection.

Dr. Gilly Munavalli, a dermatologist in Charlotte, North Carolina, explained that bemotrizinol is safe and effective for anyone 6 months or older and represents an exciting advancement in sun protection technology. "It blocks a spectrum of UVA light, UVA1 light, which is actually one of the leading causes of photoaging. So as we get older, we get a breakdown in skin wrinkles and all these things and also increase in skin cancer," he said.

Is There a Gender Component to Sunscreen Avoidance?

Research suggests that toxic masculinity may be playing a role in low sunscreen use among young men. A study published in Nature earlier this year examined whether adherence to traditional masculinity ideologies affected sun protection habits. The findings were striking: lower odds of daily sunscreen use were associated with greater adherence to traditional masculinity norms, including higher scores on toughness, avoidance of femininity, and "dominance".

This cultural barrier to sun protection represents yet another layer of the problem. Getting men to wear sunscreen has proven difficult, and the perception that sun protection is somehow weak or unmasculine continues to undermine public health efforts.

The convergence of social media algorithms, influencer misinformation, resurgent tanning trends, and cultural attitudes around masculinity has created a perfect storm for rising melanoma rates. Experts emphasize that combating this crisis requires not just better education, but also accountability for those spreading dangerous health misinformation online.