MANCHESTER, UK — Misinformation about the safety of ultraviolet (UV) exposure and tanning methods abounds on social media. Dermatologists not only need to be aware of this increasing problem, but must start to actively address it, a consultant dermatologist said here at the British Association of Dermatologists (BAD) 2026 Annual Meeting.

“Ever since I started dermatology in 2021, I have been so struck by the number of patients that are deliberately seeking UV exposure based on what they see on social media,” said Amy Perkins, MBChB, who recently moved from the NHS in Scotland into private practice in Northern Ireland.

She told Medscape News UK that seeing young people with melanomas, who are “pretty much universally sunbed users,” first alerted her to the issue of UV misinformation and myths around sunbed use and sun exposure. 

“It’s so common for people to come in say, ‘Oh, I just use sun beds occasionally,’ or, you know, ‘I just used them like a long time ago,’” Perkins said. She added that evidence shows that “even single sunbed use in your lifetime can increase your risk [of melanoma] permanently.”

Getting the perfect tan has become so normalized that many people may not even realize just how much risk they are putting themselves at for developing skin cancers, Perkins added. It has been more than 100 years since tanning was made popular by “the original influencer,” Coco Chanel. Despite the link between UV exposure and carcinogenesis becoming known, “we are still ignoring science,” she said during her talk. 

Social Media Trends 

People are immersed in a “sheer misinformation environment,” Perkins said, highlighting three concerning social media trends. 

The first is “genital sunning,” with influencers advocating for the exposure of genital regions to the sun. The second is “sun staring.” Influencers claim both behaviours come with health benefits. 

The third trend is propagating the misconception that sunscreen use is harmful and should thus be avoided. 

Using alternative tanning products is also being popularised without solid evidence for their safety. Multiple smart phone apps exist to help optimize the tanning process. 

Additionally, some social media pages and apps help those younger than 18 years to access sunbeds. The ban on young people using sunbeds in the UK is not being enforced; something the Government has said it will address. 

Actions for Dermatologists 

Perkins proposed several action points for dermatologists. 

First, they should start asking their patients what, if any, tanning products they may be using. They may be using products that are not regulated and may not think to tell you, she said. 

Second, “think like an influencer,” said Perkins. “People don’t trust doctors as they used to, but they do trust influencers.” Dermatologists need to start considering why that is and how they can adapt their communication styles to the patient sitting in front of them. The take-home message is: Educate, but do not dictate or judge. 

Third, Perkins said there is a need for dermatologists to work together to make a societal change and advocate for stronger regulation of tanning products and sunbed usage. 

Marie Tudor, CEO of the Karen Clifford Skin Cancer Charity (Skcin), told Medcape News UK, “We’re reaching this pivotal point where we’ve got to do something. Skin cancers [are] at the highest rates they ever have been; £750 million being spent [by the NHS]. The disease is 90% preventable.”

Tudor noted that Perkins has been a strong advocate for the charity, noting her efforts to correct misinformation about the safety of sunbed use. Skcin is involved in multiple initiatives to ensure safe sun practices, notably in schools and nurseries. Tudor said that they have seen resistance among parents to provide sunscreen for their children to take to school, showing a larger consolidated effort to address the belief that sunscreen is not safe to use. 

Jean Ayer, MD, who works as a consultant photodermatologist across the NHS and in private practice in Manchester and Cheshire, told Medscape News UK, “I have patients in at the moment who will swear blindly they’re not taking tanning drops or melanotan [II]. You see them at an interim check at 3 months and all of their moles are changed, and you can’t tell what’s a melanoma really anymore because of it,” Ayers said. 

She added, “I [also] have teenagers who will follow [social media] trends and want to burn, so they’ll download those [tanning] apps.” 

Ayers is a member of the BAD’s British Photodermatology Group committee, which favours a ban on sunbed use in younger people. 

“Obviously we’re very pro-ban because it is impossible to regulate, as has been evidenced time and time again.” 

Perkins, Tudor, and Ayers reported no relevant financial relationships. 

Sara Freeman, BSc, MSc, is a freelance medical journalist based in London, UK. She has been reporting for specialist healthcare news organisations for more than 20 years.