Public Health Dermatology & Social Media

With 5.2 billion active social media users (64% of the world’s population), platforms like Instagram, TikTok, X, Reddit, and Meta have become mainstream media for sharing both valid information and misinformation, or even promoting risky skin-related behaviours, such as dangerous TikTok challenges. This problem is intensified by the rise of generative AI. Snapchat’s AI chatbot, launched in April 2023, was intended to assist users but has instead fuelled health misinformation, particularly among younger audiences.?We can’t expect Web 2.0 platforms to control their content effectively, nor will they take action on misinformation or risky public health trends. Instead, we must adopt a 'DIY' mindset, making it essential for dermatologists to engage proactively in this digital space. Here’s why this community must take an active role online:

• Only a handful of dermatologists have achieved a significant social media footprint (millions of followers), actively debunking myths and promoting evidence-based treatments. This small number underscore a critical gap in using these platforms to advance public health in dermatology and skincare.
• An article in JAAD encourages dermatologists to view TikTok as a key medium for advancing public skin health.
• This November, the American Academy of Dermatology (AAD) has flagged five risky trends for National Healthy Skin Month, including skipping sunscreen, Russian manicures, glass skin routines, using biotin for hair loss, and applying beef tallow as a moisturizer, advising the public to seek professional guidance. American Academy of Dermatology

?Call for action:Some cosmetic brands are already doing a great job responding to these challenges, but there’s room to amplify these efforts further:

• CeraVe’s #FaceItLikeADerm campaign raises awareness about skin cancer prevention, amassing over 600 million views.
• Dove’s #TheFaceofTen addresses premature anxiety in young girls exposed to adult skincare trends, countering the push toward unnecessary anti-aging routines.

While pharmaceutical dermatology companies run disease-awareness campaigns, their reach often falls short compared to influencer-led outreach. For large-scale public skin health impact, more concerted, engaging, and informative efforts are needed from all stakeholders in the dermatology and skincare fields.

More on this at the upcoming #SkinDigitalSummit. Join us on Dec 7th and make sure to register! https://www.imcas.com/en/academy/webinar/skin-and-digital-summit-7-december-2024 IMCAS