Skin cancer is the most commonly diagnosed cancer for Caucasian populations worldwide (Lomas, Leonardi-Bee, & Bath-Hextall, 2012). In Australia, melanoma is the most commonly diagnosed cancer for adolescents and young adults (Australian Institute of Health and Welfare [AIHW], 2011), and these groups are particularly at risk because they engage in more risky ultraviolet (UV) radiation exposure than other age groups (Hillhouse & Turrisi, 2005). Perceived improvements in appearance and increased self-confidence associated with a darker skin tone are often cited as a driving force behind deliberate sun exposure and indoor tanning (Thomas & Peñas, 2017). The tripartite influence model has been used to predict sun exposure behavior (Mingoia, Hutchinson, & Wilson, 2017) and posits that media norms promoting tanned skin as desirable lead to sun exposure through the internalization of a tanned ideal and promote appearance comparisons. Internalization occurs when media portrayals of events or people are accepted as personal goals and standards against which the self and others are judged (Thompson, Heinberg, Altabe, & Tantleff-Dunn, 1999). Consistent with this model, internalization has been found to predict sun exposure behavior (Mingoia et al., 2017). Social networking sites (SNSs) have become prominent purveyors of social norms that define aspects of attractiveness and fashion. Facebook (2018), the most popular SNS, boasts over 1 billion daily users who upload over 10 million new photos to the website per hour (Mayer-Schönberger & Cukier, 2013). Adolescents and young adults are the largest consumers of social media, with adolescents in Australia spending over 3 hr per day using SNSs (Mingoia, Hutchinson, Gleaves, Corsini, & Wilson, 2017). Use of SNSs is correlated with factors including skin tone dissatisfaction, more 820419S MSXXX10.