In one TikTok video, a woman declared that she stopped using sunscreen altogether.

In an Instagram reel, a man insists that building sun exposure without sunscreen can help boost a person’s immunity.

And on YouTube, some are promoting do-it-yourself sunscreen alternatives using oil, butters or other natural remedies.

For years dermatologists and health experts have extolled the value of sunscreen to prevent skin cancer and protect people from the ultraviolet radiation of the sun. But a growing anti-sunscreen movement has taken hold on social media, causing confusion about its benefits and alarming public health experts who say avoiding sunscreen increases long-term health risks.