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 closely with the Scottish Government and public health bodies to address the dangers of sunbeds and unregulated cosmetic practices.
My contributions have included shaping national discussions on UV safety and presenting evidence at European Parliament level. My focus is on creating sustainable change by tackling high-risk behaviours, promoting safe alternatives, and ensuring the public have access to accurate information.
This includes working with professional groups and charities to strengthen regulation, raise awareness, and embed sun safety in everyday life.
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.
Skcin Ambassador
I am proud to be an ambassador and spokesperson for Skcin, the UK’s only dedicated melanoma and skin cancer charity focused on prevention and early detection through education.
In this role, I support national campaigns to improve sun safety awareness, promote regular skin checks, and empower people to recognise the early signs of skin cancer. My work with Skcin includes contributing to education programmes for schools, workplaces, and community groups, as well as engaging with the media to amplify their message.
Being part of Skcin allows me to combine my clinical expertise with meaningful public outreach — helping to create lasting change in attitudes and behaviours towards sun safety across the UK.