Instagram is the most downloaded app globally, with billions of active users. Instagram has evolved to encompass several categories of posts, including advertisements. Users below the age of 24 make up 38.6% of total Instagram users, and the United States Preventive Services Task Force recommends counseling patients about decreasing the risk of skin cancer by minimizing exposure to ultraviolet radiations, especially for ages 6 months to 24 years. Users are more likely to connect with advertisements in which they feel represented; therefore, it is important that the sun protection (SP) advertisements on the application are inclusive of all races and genders. The purpose of our study was to analyze the quality of advertisements on the Instagram profiles of common SP brands. The thirty most recent product-related posts on Instagram profiles of common SP brands were analyzed. Results revealed Fitzpatrick skin types IV-VI are poorly represented in the Instagram posts of SP brands, totaling only 35.5% of featured people. Additionally, only 19% of the total posts including males. There is a documented misconception amongst people of color that the use of SP to prevent skin cancer and photoaging is unnecessary. Additionally, there is a greater incidence of skin cancer in males, which may be attributed to less SP use than females. With advertisements expanding to easily accessible applications like Instagram, it would be beneficial to determine avenues to improve representation within these advertisements to promote patient compliance with SP products.

Instagram Advertisements for Sun Protection Products: A Spectrum to be Broadened

 Dermatology

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Jenna Sesi

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Instagram Advertisements for Sun Protection Products: A Spectrum to be Broadened

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