Report raises alarm about widespread tanning myths ahead of summer

Misinformation about sunscreen and sun safety is driving millions of Americans to abandon basic skin protection, increasing their risk of skin cancer, according to new data from the American Academy of Dermatology.

The group’s annual Practice Safe Sun Survey, conducted by Versta Research between Jan. 19 and Feb. 2, 2026, surveyed 1,132 U.S. adults and found more than 16 million have reduced or stopped using sunscreen because of misleading claims online, as social media continues to shape health decisions, particularly among younger users.

Marisa Garshick, MD, FAAD, a dermatologist at MDCS Dermatology: Medical Dermatology and Cosmetic Surgery in New York, said some of the most common misinformation includes false claims that sunscreen is toxic, dangerous or even causes cancer.

“We know that sunscreen protects against the UV damage that causes skin cancer,” she said.

Garshick added that misconceptions around tanning also persist, including the belief that it is safe if you don’t burn. “Whether you tan or burn, having UV exposure increases your risk of skin cancer.”

She noted that some people may be more inclined to use sunscreen if they understood it can also help prevent premature aging and dark spots.

Social media fuels confusion, especially among Gen Z

The survey points to social media as a major driver of misinformation, particularly among younger Americans.

About 21% of adults say they rely on platforms like Instagram and TikTok for skincare advice. Among Gen Z adults ages 18 to 29, that number jumps to 36%. Nearly half of all Americans report encountering sunscreen misinformation online, rising to 64% among Gen Z.

“Young people and adults are navigating an overwhelming amount of conflicting information about sun protection,” said Murad Alam, president of the dermatology association. He warned that false claims often reinforce tanning myths and lead people to underestimate the risks of ultraviolet exposure.

Garshick said Gen Z appears especially affected because of its reliance on social media for skincare information.

“So much misinformation is spread on social media and Gen Z is looking to social media for skincare advice which is why they seem to be especially impacted by these trends,” she said.

She also noted that many in the age group underestimate the risks, with some prioritizing tanning over long-term health.

Tanning myths remain widespread

Dermatologists say persistent myths about tanning continue to shape behavior.

More than half of Americans believe at least one false claim about tanning, such as the idea that a base tan can prevent sunburn or reduce cancer risk. Eighty-three percent say sun exposure gives them a “healthy-looking glow,” and 55% believe tanned skin looks healthier.

In reality, experts stress that any tan is a sign of skin damage caused by ultraviolet radiation.

“There is no such thing as a safe tan,” Alam said. “Every time you tan or burn, you are damaging the DNA in your skin.”

At least one in five Americans will develop skin cancer in their lifetime, according to the association. In 2025 alone, more than 160 million adults reported getting a suntan, including nearly 60 million who did so intentionally.

A preventable risk

Skin cancer remains the most common cancer in the United States, but dermatologists emphasize it is largely preventable with consistent protection.

Experts recommend using broad-spectrum sunscreen, seeking shade, and wearing protective clothing. They also urge regular skin checks and consulting a dermatologist about any new or changing spots.

This story has been updated with new information.

Reporter Anthony Thompson can be reached at [email protected], or on Twitter @athompsonABJ