Perception, Quality, and Accuracy of Sunscreen Content on TikTok: SkinMedia Cross-Sectional Content Analysis

TikTok, with more than 2 billion users worldwide, has become an influential venue for health information, including dermatologic advice. However, concerns remain about the accuracy and impact of sunscreen-related content.

This study aimed to assess the quality, accuracy, and themes of popular TikTok videos about sunscreen; evaluate associations with creator credentials and promotional content; and identify implications for public health.

We conducted a cross-sectional content analysis of the 100 most-liked English-language TikTok videos generated by the search term "sunscreen." Metadata, creator characteristics, Global Quality Score (GQS), accuracy, attitudes, promotional disclosures, and reference use were extracted using a structured codebook. Thematic and statistical analyses (ie, Pearson correlations, χ2, 2-tailed t tests, and ANOVA) were conducted, with significance defined as P<.05.

Of the top 100 videos, 74 (74%) expressed a positive attitude toward sunscreen, 35 (35%) were accurate, 57 (57%) were opinion based, and 6 (6%) were inaccurate. None of the videos cited references. GQS ratings were low: 40 (40%) videos were rated poor (score=1), 31 (31%) below average (score=2), and only 2 (2%) excellent (score=5). Promotional content appeared in 27 (27%) videos. Accuracy was negatively correlated with likes (r=-0.229; P=.02) and views (r=-0.242; P=.02), while GQS correlated positively with accuracy (r=0.270; P=.007) but not with engagement. Likes and views were strongly correlated (r=0.726; P<.001).

Despite broadly positive sentiment toward sunscreen, misinformation and promotional bias are common in highly engaged TikTok videos, and user engagement is often unrelated to accuracy or educational quality. Dermatologists and public health experts must proactively engage on social platforms to counter misinformation and promote reliable skin health information.