Anti-sunscreen social media trend has skin cancer experts worried

An anti-sunscreen trend on social media has experts calling for better education in schools about sun protection before the summer season returns.

In videos on platforms like TikTok and Instagram, 'wellness influencers' are trying to turn people off using commercial sunscreens.

They make spurious claims that sunscreen is toxic, harmful and blocking health benefits from the sun.

But with Aotearoa having one of the highest death rates from melanoma, the trend has experts here worried and wanting solutions to counter any misinformation.

'Slip, slop, slap and wrap' is the phrase that has been plastered across billboards, posters and TV ads each summer for decades.

But over the past couple of years, there's been a rising movement by 'wellness influencers' on social media trying to oppose this.

Some posts found by Checkpoint had nearly half a million likes, made by influencers who have followings of a similar number.

Many of the posts also had a clear commercial motive, promoting alternative skincare and linking to websites in the caption.

A recent study by the University of Alberta looked at 1000 TikTok posts about sunscreen and found most encouraged the use of sunscreen.

But the small number that didn't, gathered more likes, shares and comments, on average.

Tauranga dermatologist Dr AJ Seine told Checkpoint that while influencers may say they have medical backgrounds, a lot of the time they don't.

"The average consumer and viewer on social media needs to be aware of, and looking at, what links and affiliations people have when they're making these posts," he said.

"Are they going against sunscreen because [of] the link in their bio? They might have sponsorship for a seemingly natural-based alternative, that might not have any regulation or any approval."

Seine said he's seeing a wider range of patients with skin cancer.

"I do see younger patients and we're starting to diagnose skin cancer in younger and younger individuals."

Last year's National Skin Cancer Survey, run by the Cancer Society and Otago University, asked more than 2000 people aged 18 and over about sun protection.

It revealed high rates of reported sunburn and widespread misconceptions about sun safety; tanning was seen as mostly a good thing.

Otago University senior research fellow Dr Bronwen McNoe said many of those views are reflected on social media.

"They'll say 'Well, skin cancer rates have increased, so has sunscreen use, so therefore the two are associated,' which is certainly not the case."

"We know that what causes skin cancer is too much exposure to UV radiation, not use of sunscreen."

McNoe said many claims made on social media are harmful because they are not backed by scientific evidence.

"The problem is that what they're presenting often looks scientific, but actually isn't evidence based."

"They're sort of simplifying or exaggerating findings, or they're trying to imply findings from animal studies, or only show very small associations, certainly not causation."

Although it's currently winter in New Zealand, McNoe said trends gather traction over summer in Europe and the United States, then hit their peak just in time for summer here.

"They'll come in from overseas, influencers will pick them up and put them into New Zealand contexts, so it's very challenging," McNoe said.

"I think making sure that young people are getting the correct knowledge when they're at school would be helpful."

Rachael Neumann, head of Advocacy at the Cancer Society of New Zealand, said the charity is wanting to stamp out any concerns that sunscreen isn't safe.

"Sunscreens are safe and they are regulated by strict safety standards," Neumann said.

"The ingredients in sunscreens are regularly reviewed and are compared with overseas guidelines and the latest scientific evidence."

She said the Cancer Society strongly discourages people getting sunburnt or trying to tan.

"If you're not going to use sunscreen, that you absolutely use one of the other four ways to protect yourself from getting skin cancer."

In the last financial year, Te Whatu Ora invested more than $300,000 in a sun protection campaign through the Cancer Society.

Some of that went into creating social media content to combat misinformation around sun safety.