Dr Amy Perkins
Public Health Advocacy
Alongside my clinical work, I am committed to improving skin health at a population level through advocacy, education, and policy work. I believe public health dermatology is about more than awareness: it is about driving real policy change, shifting cultural attitudes, and empowering people to protect their skin.
Government & Policy
I work with policymakers, professional organisations and charities to strengthen public protection from preventable skin damage. As a member of the Scottish Government Sunbed Safety Working Group, I contribute clinical expertise to discussions on sunbed regulation, UV exposure and public health education.
I also work with the UK UV Safety Coalition, contributing to its work on public health messaging and misinformation. I provided written evidence that helped shape the All-Party Parliamentary Group (APPG) report on UV safety, bringing a clinical perspective to recommendations for stronger public protection.
My advocacy has included campaigning for changes to national sunbed advertising rules, challenging misleading health claims and contributing to stricter advertising standards introduced in 2026. Alongside this, I work with the European Academy of Dermatology and Venereology’s Advocacy Task Force and serve as Public Health and Clinical Dermatology Lead for Skcin, the Karen Clifford Skin Cancer Charity.
My focus is on translating clinical evidence into practical policy: supporting stronger safeguards, addressing misinformation and ensuring people have clear, accessible information about UV exposure and skin health.
Fides: World Health Organisation
I’m a member of Fides, a global network of healthcare voices supported by the World Health Organization, working to share evidence-based health information and tackle misinformation online.
Being part of this community reflects my commitment to making health information clear, accessible and useful, so people can make informed decisions about their health.
Media and Public Engagement
I regularly share dermatology expertise through national and regional media, including newspapers and television. My goal is to make complex health issues relatable, while challenging misinformation that can put the public at risk.From commenting on national campaigns to addressing everyday myths about skincare and sun safety, I use media platforms to highlight both risks and practical solutions. This ensures evidence-based dermatology has a strong and accessible voice in public conversation.
Challenging Misinformation
In today’s digital world, social media plays a huge role in shaping health behaviours. Unfortunately, this also means myths and harmful advice about skin, sun exposure, and cosmetic treatments spread rapidly. Through my professional channels on Instagram, TikTok, LinkedIn, and Substack, I actively counter misleading claims, whether from influencers, brands, or unregulated providers.
My aim is to provide clear, evidence-based explanations that resonate with the public, while dismantling the glamorisation of tanning, the “natural = safe” narrative, and other misleading marketing tactics.This work has connected me with audiences far beyond the clinic, creating a community built on facts, transparency, and practical advice.
