Sun protection: as protective habits decline and misinformation spreads, risks are increasing

As skin cancer rates continue to rise worldwide, two recent studies highlight a worrying trend: declining vigilance regarding sun protection and the growing influence of misconceptions on preventive behaviours.

In France, the new FEBEA-OpinionWay 2026 barometer reveals a decline in sun protection habits, particularly among younger people. In the United States, a survey conducted on behalf of the American Academy of Dermatology Association (AAD) suggests that misinformation surrounding sunscreen is exposing more than 16 million Americans to an increased risk of skin cancer.

In France: established habits, but increasingly fragile

According to FEBEA’s 2026 barometer, nearly seven in ten French people say they use sun protection at the beach or swimming pool. While this remains a high figure, it represents a decline of 12 percentage points compared with 2024.

More concerningly, only 25% of respondents report reapplying sunscreen every two hours, in line with public health recommendations. Among parents, vigilance also appears to be weakening: 84% apply sun protection to their children, although this figure was higher in 2024.

Under-25s appear particularly prone to risky behaviour. Almost one in two young people believe they can go without sunscreen without facing any significant danger, while four in ten say they do not protect themselves at the beach or by the pool.

Misconceptions remain widespread

The FEBEA study also shows that numerous misconceptions persist regarding sun protection products. Among the most common:

• 46% of French people believe that the amount of sunscreen applied does not affect the level of protection;

• 48% think that sunscreens protect against all UV rays;

• 30% believe that make-up or a day cream containing SPF provides protection throughout the day;

• 21% still think that sunscreen prevents tanning.

FEBEA nevertheless emphasises that the effectiveness of sun protection depends heavily on both the quantity applied and the frequency of reapplication. Products containing SPF may provide suitable day-to-day protection but do not replace dedicated sun protection during prolonged exposure.

In the United States, misinformation is becoming a public health issue

The survey conducted for the American Academy of Dermatology Association (AAD) highlights a particularly significant issue in the United States: the widespread dissemination of misleading content on social media concerning sunscreen and UV exposure.

According to the study, more than 16 million Americans have reduced or stopped using sunscreen because of content they encountered online. The AAD notes that nearly half of Americans — and 64% of Generation Z — say they have been exposed to misinformation about sun protection on the internet.

Social media plays a central role. Twenty-one per cent of Americans report relying on Instagram or TikTok influencers for skincare advice, a proportion that rises to 36% among 18–29-year-olds.

The association also points to a significant gap between perceived and actual sun protection practices. Nearly half of Americans receive a grade of “C” or below in the AAD’s sun-safety knowledge quiz, despite 67% rating their own habits as “good” or “excellent”. Among young adults, one-third receive a “D” or an “F”.

This mistrust of sun protection products echoes concerns observed in France. The FEBEA barometer indicates that 52% of French people are concerned about the potential health impact of certain ingredients used in sunscreens, although this figure has declined compared with 2024.

Tanning myths continue to persist

The AAD also warns about the persistence of beliefs that encourage risky behaviours. More than half of Americans still subscribe to at least one “tanning myth”, such as the idea that a base tan protects against sunburn or reduces the risk of skin cancer.

However, the association stresses that “there is no such thing as a safe tan”: any tanning reflects UV-induced damage to skin-cell DNA.

Positive perceptions of tanning remain deeply entrenched. Eighty-three per cent of American adults believe that sun exposure gives the skin a “healthy glow”, while 55% consider tanned skin to look healthier.

Environmental concerns are also influencing behaviour

Another common theme in both countries is the environmental debate surrounding sun protection products.

In France, one in two people still regard the environmental impact of sunscreens as a barrier to their use. Nearly one-third say they have already chosen not to protect themselves for this reason—a figure that rises to 50% among those under 25.

FEBEA nevertheless highlights the progress made by the cosmetics industry: 79% of consumers believe that sun protection products have improved in environmental terms. The federation also notes that the main threats facing coral reefs are linked to climate change and ocean acidification rather than sunscreen filters themselves.

A growing need for public education

Both studies point to the same conclusion: despite increased awareness of the risks associated with UV exposure, misconceptions, mistrust of sun protection products and the normalisation of sun-related risks continue to undermine preventive behaviours.

At a time when skin cancer rates are rising sharply — the number of cases in France has more than tripled between 1990 and 2023 according to the French National Cancer Institute (INCa) — public health authorities, dermatologists and industry stakeholders are stressing the importance of clear, accessible, science-based information.