Millions of social media users may be inadvertently increasing their risk of cancer through impulse purchases of personal care products, according to new research from Rutgers University. The study, published in the Journal of Exposure, Science and Environmental Epidemiology, suggests that increased exposure to certain chemicals found in cosmetics, fragrances, and other personal hygiene items, often influenced by online trends and advertisements, could have long-term health implications.
Researchers highlighted that many beauty and personal care products contain chemicals such as phthalates, parabens, and per- and polyfluoroalkyl substances (PFAS), also known as 'forever chemicals.' These substances can act as carcinogens or endocrine disruptors.
"We often hear that social media may hurt kids' mental health and socioemotional development," said Dr. Emily Barrett, a biostatistician who led the study. "This study suggests another cause for concern: Social media's potential to increase the use of personal care products that often include hormone-disrupting and potentially carcinogenic chemicals."
According to the study, these chemicals are added to products to enhance their quality and shelf life. While regulatory bodies like the U.S. Food and Drug Administration (FDA) monitor these ingredients, many are still permitted at certain levels in American products, though some are banned or restricted in the UK and EU. Concerns have been raised, particularly from animal studies, linking higher exposure to these chemicals with an increased risk of cell damage that could lead to cancer.
While recent reports indicate a decrease in PFAS usage in cosmetics, parabens and phthalates continue to be common ingredients.
To investigate the link, researchers surveyed 143 high school students in New Jersey, who reported spending an average of two hours and 35 minutes daily on social media, with Instagram and YouTube being the most popular platforms. The survey found that nearly 40 percent of students followed influencers with product lines, and a similar percentage had purchased products online.
The study observed a correlation between social media engagement and product usage. Students who followed influencers with product lines used approximately 30 percent more products on average, while those who watched hair and beauty tutorials used about 40 percent more products compared to their peers.
Although none of the surveyed students were diagnosed with cancer during the study period, the researchers expressed concern that their product consumption patterns could elevate their future risk. The survey also revealed that only 19 percent of students checked product ingredient lists, and a mere five percent regularly used tools to identify healthier product alternatives.
Previous research has linked heavy social media use to behavioral issues and increased risks of ADHD, depression, and anxiety. This study marks one of the first to propose a potential connection between social media consumption and cancer risk through increased use of potentially hazardous personal care products. The study notes that while eight in 10 adults use social media for about two hours and 24 minutes daily, this figure rises to over four hours per day for teenagers, with experts generally recommending less than two hours of daily platform use.