AAD Survey: Misinformation driving unsafe sun behaviour in the U.S.

Image courtesy the American Academy of Dermatology

Findings from the American Academy of Dermatology’s (AAD) annual Practice Safe Sun Survey, released on May 1, 2026, show that misinformation, social media, and persistent tanning myths are driving many Americans to continue to engage in risky sun behaviours.

A statement released by the AAD says the survey results underscore a perception gap between what Americans understand to be safe sun practices and the reality of good habits.

While 57% of Americans regularly use sunscreen and more Americans report taking steps to protect their skin, one-third said they developed a sunburn in the past year.

Nearly one-half of Americans score a “C” or lower on AAD’s sun safety quiz, which assesses knowledge related to sun protection, despite 67% rating their own habits as “good” or “excellent.” Among Gen Z (ages 18-29), one-third received a D or F.

Survey data reveal that misleading information online is a key driver of sun safety decision-making, with more than 16 million adults reporting reducing or stopping sunscreen use due to online claims. This influence is especially pronounced among younger audiences.

While 21% of Americans rely on Instagram or TikTok influencers for skincare advice, 36% of Gen Z name influencers from these platforms as their primary source.

Nearly one-half of all Americans, and 64% of Gen Z, report encountering sunscreen misinformation online.

“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 and board-certified dermatologist Murad Alam, MD, MSCI, MBA, FAAD, in the release.

“Misinformation reinforces harmful tanning myths, leading people to underestimate the risks of UV light exposure and ignore protective measures. It’s important to evaluate the source of medical information and make informed skincare decisions by seeking advice from a board-certified dermatologist. The reality is that window glass cannot stop harmful rays, and no amount of sun exposure is necessary or completely safe.”

One persistent myth is that a tan is harmless or healthy. Despite the known risks of tanning, more than 160 million American adults got a suntan in 2025, with nearly 60 million doing so intentionally, often driven by appearance ideals and false information.

Survey data showed 83% of all adults say sun exposure gives them a “healthy-looking glow,” and 55% believe tanned skin looks healthier.

More than one-half (52%) believe at least one tanning myth, including that tanning is safe if you don’t burn (29%) or that a base tan can prevent sunburn or reduce cancer risk (19%).

Concern about long-term skin health is evident as more Americans see the effects of sun exposure:

• Half of adults (50%) worry about premature skin aging, and 43% are already seeing signs of damage, such as wrinkles or dark spots.

• Looking back, 70% wish they had done more to protect their skin earlier in life.

• Yet knowledge gaps persist: 21% are unaware that sunscreen helps prevent premature aging, and 26% do not realize 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, which is now the most common form of cancer in the United States. The good news is that much of this damage is preventable with simple, consistent sun protection habits.”