Ambiguous credentials and commercial interests in dermatology-related social media: an audit of “skin experts” and public trust in Ireland

Abstract

Dermatology information on social media may combine health advice with unclear credentials and commercial promotion. We conducted a cross-sectional audit of Ireland-focused InstagramTM and TikTokTM content and an online survey of adults in Ireland. Between 6 and 15 December 2025, the first 50 search results on each platform identified using “dermatologist”, “skin expert”, “skin specialist” and “skin doctor” were screened; 69 posts met predefined eligibility criteria. Forty-two posts were associated with registered doctors: 13 with dermatologists on the Irish Medical Council Specialist Division for Dermatology, 16 with GPs or GPs with a special interest, 12 with doctors on the General Division and one with a plastic surgeon. No identifiable medical practitioner was associated with 27 posts. Fifty-nine posts (85.5%) contained commercial activity and only two (2.9%) cited an evidence-based source. The convenience survey included 119 respondents; 83 (69.7%) used social media for skin-health information. High trust was reported for dermatologists by 92 respondents (77.3%) but for social-media online doctors by seven (5.9%; P < 0.001). Sixty-one (51.3%) were unsure whether a doctor with a dermatology diploma alone was qualified to provide online dermatology advice, and 93 (78.2%) supported a public credential-verification resource. These findings describe frequent commercial content and potential difficulty interpreting professional roles. Clear credential and commercial disclosures may help users interpret online content; causal effects on decisions or health outcomes were not assessed.