Ethical implications of "tanmaxxing" promotion on social media.

"Tanmaxxing" is an emerging online trend that promotes intentional ultraviolet (UV) exposure with minimal sun protection to achieve a darker tan. This beauty trend encourages participants to become as tan or dark as possible. While traditional tanning culture is well-documented, newer platforms such as Instagram® and TikTok® enable promotional materials to reach larger, younger audiences. They have recently not only begun promoting avoidance of sunscreens but also endorse the use of tanning oils. Engagement-based algorithms boost provocative videos of creators promoting sun-seeking behaviors, such as indoor tanning. These videos typically minimize or omit the risks, while the creators financially benefit from the participation of impressionable audiences. We outline the ethical implications of leveraging social media algorithms to promote tanmaxxing, exploring autonomy and adolescent vulnerability, and propose solutions to better protect adolescents and young adults from the normalization of preventable harm.