Photoprotection and Skin Cancer on X/Twitter: Analysis of Misinformation, Communication Challenges, and Attitudes in the Spanish Community

Abstract

This paper delves into the challenges faced by scientists to effectively communicate regarding photoprotection and skin cancer as a result of the pervasive, harmful effects of disinforming messages. In order to do so, the Spanish population’s understanding of photoprotection and skin cancer is examined. This paper is as an extension of the COMUNICANCER initiative, the ultimate goal of which is to establish protocols for producing and disseminating accurate content that raises the awareness of skin cancer-related dangers, as well as transferring knowledge on health prevention. Therefore, we have monitored the prevalence of misinformation and lack of information regarding sun photoprotection in Spain, aiming to reflect, ultimately, on the added difficulties faced by the scholarly community to disseminate accurate content in today’s communication environment, which has become even more complex due to the distorting influence of disinformation. Employing a quantitative methodology, the research involved a comprehensive analysis of 2498 Spanish-language tweets related to skin cancer and photoprotection collected between August 2021 and August 2022. The study proves that scientists face a social media landscape, particularly on X/Twitter, where there is not only a lack of comprehensive information on the various dimensions of skin cancer, its prevention, and treatment, but which also serves as a breeding ground for the dissemination of inaccurate and misleading information regarding sun-related health risks and preventive measures. This leads to an urgent need to develop strategies aimed at fostering comprehensive and accurate information dissemination, especially regarding health information, due to the critical effect this can have on people and public health systems.