While it’s easy to eye-roll at these videos without giving them much airtime – the spreading of misinformation can be seriously damaging. More often than ever, I personally feel as though I am having to debunk these myths to friends and followers who share their strong views on “toxic beauty products” with me – and social media plays a massive part in that.

“This anti-SPF message is extremely worrying because by encouraging people not to wear SPF you are putting them at risk of sun damage, sunburn, and skin cancer,” Dr Paul Banwell, a skin cancer expert and former Head of The Melanoma and Skin Cancer Unit, one of the largest skin cancer units in the UK tells Stylist. “Claiming that our grandparents were fine when not wearing SPF is not accurate, but rather it highlights the advancement of medical and scientific research, meaning we now know more about the impact that sun damage can have on our skin than ever before.”

“There are around 2,300 melanoma skin cancer deaths in the UK every year, which accounts for more than six deaths per day,” explains Dr Banwell. Worryingly, that number is predicted to rise – with one of the latest studies from Cancer Research UK predicting that in the next 20 years, melanoma skin cancer numbers will increase by 50% in the UK.

“Skin cancer is now the most common form of cancer in the UK and 16,000 cases are now diagnosed each year. I would always advise people to wear SPF no matter what the weather. I advocate daily use of sunscreen throughout the year,” Dr Banwell explains.

There’s an anti-SPF movement currently flooding social media – here’s why it’s terrible (and dangerous) advice