Experts call for “robust social media policies” on muscle-building supplement content

07 Nov 2023 --- International researchers urge social media companies to implement stricter and more explicit policies regarding advertising and user-generated content for muscle-building supplements. These products currently face few restrictions, while social media is associated with the use of these products. 

The authors of the recent study note that using muscle-building drugs and supplements has been linked to adverse health and social outcomes. Meanwhile, user-generated and advertising content related to illegal muscle-building drugs is prohibited across the eight platforms examined in the study. 

“These findings are concerning given that the use of muscle-building dietary supplements can have negative social and behavioral effects, which adolescents and young adults may be particularly susceptible to,” says lead author Kyle T. Ganson, Ph.D., assistant professor at the University of Toronto’s Factor-Inwentash Faculty of Social Work. 

“There is a need for robust social media policies, as well as federal public policies in Canada, to protect the health and well-being of these populations.”

Healthy online environment 
Given the global reach of social media, the authors suggest social media companies should prohibit content and advertising that influences poor body image and esteem while fostering a healthy online environment, thereby aligning advertising for muscle-building supplements with those of weight loss products. 

They also call for an improved oversight of users and advertisers through algorithms and moderators. 

“Social media is a major driver of the use of muscle-building dietary supplements among adolescents and young adults, and many young people seek out information on the purported benefits and means of using these supplements via social media,” highlights Ganson. 

“It is important that healthcare, public health and policymaking professionals are alerted to the major gap in content and advertising policies regulating what is posted on social media and how this may influence the behaviors of young people.”

Social media is a major driver of the use of muscle-building supplements among adolescents.Social media policies 
The study, published in Substance Use & Misuse, found that user-generated content and advertising related to legal muscle-building supplements, such as creatine monohydrate and whey protein, had few restrictions on social media. At the same time, their use is common among adolescents and young adults.

While research has examined the advertising and content policies of social media companies regarding the use of alcohol, tobacco and unhealthy foods or beverages, the authors note a limitation in research on policies for muscle-building supplements. 

The researchers analyzed content and advertising policies for YouTube, TikTok, Instagram, Snapchat, Facebook, Twitter, Twitch and Reddit in November 2022 to determine whether there were any provisions related to legal (e.g., whey protein) and illegal (e.g., anabolic-androgenic steroids) muscle-building drugs and dietary supplements. The research team classified policies as non-existent, restricted or prohibited. 

The authors note that all eight platforms used explicit policies to prohibit user-generated content and advertising of illegal drugs and substances, such as anabolic-androgenic steroids, while policies on supplements vary. 

Muscle supplements and sports nutrition 
Earlier this year, the same research team determined that muscle-building supplements were loosely regulated by federal Canadian law, finding gaps in policy regulations after a review. 

Last year, the US Food and Drug Administration cautioned the public about bodybuilding products labeled as supplements. The agency noted that these products could contain illegal substances associated with potentially serious health risks. 

Meanwhile, the market for sports nutrition is expanding and diversifying, moving from athletes as a key target audience to a broader public wanting to live active lives. 

Areas under growing attention in sports nutrition include recovery, plant-based proteins and muscle health. 

Edited by Jolanda van Hal