Researchers have conducted an in-depth analysis of 46 high-impact social media posts concerning low testosterone and testing, originating from TikTok and Instagram accounts that collectively boast over 6.8 million followers. This investigation sheds light on how masculinity and men's health are being portrayed and commercialised in the digital sphere.
'Manosphere' Influencers Convince Healthy Young Men of Health Issues
A recent study published in the journal Social Science and Medicine has uncovered a troubling trend: influencers and wellness companies are aggressively targeting young men online, promoting hormone tests and treatments as essential components of being a "real man." This occurs despite the fact that screening for low testosterone is medically unwarranted in the majority of young, asymptomatic individuals.
Framing Normal Variations as Pathological
Emma Grundtvig Gram, the lead author of the study and a public health researcher at the University of Copenhagen, highlighted that influencers often frame normal variations in energy, mood, libido, or the natural ageing process as signs of pathology. She explained, "This means men may come to perceive themselves as inherently deficient or in need of medical intervention, creating a sense of urgency for solutions."
Gram further noted that this dynamic fuels lucrative markets for pharmaceuticals, supplements, and medical devices, even in the absence of clear clinical benefits. More broadly, it contributes to what she terms the "medicalisation of masculinity," reinforcing a narrow, idealised model of masculinity while marginalising non-traditional or diverse expressions of gender.
Targeting Younger Men with 'Manosphere' Messaging
The study found that the analysed posts frequently targeted younger, fit men and contained messaging aligned with the "manosphere"—online communities that circulate ideas about male superiority. Gram stated, "Within this narrative, so-called 'alpha men' are promoted as dominant, sexually successful, and physically powerful, and our study found testosterone was positioned as the key to achieving this status."
She emphasised that this connection demonstrates testosterone marketing is not merely about health but is embedded in wider cultural and ideological narratives about gender and power, illustrating that the manosphere functions as both an ideology and an industry.
Medical Experts Warn of Risks and Misinformation
Prof Ada Cheung, an endocrinologist in the University of Melbourne's department of medicine who was not involved in the study, pointed out that routine screening for low testosterone in asymptomatic men, including younger individuals, is not supported by Australian guidelines. Testing is generally recommended only when specific symptoms are present or in particular clinical circumstances, such as after testicular surgery or chemotherapy.
Cheung explained that symptoms commonly attributed to low testosterone are often non-specific and can overlap with conditions like fatigue, stress, anxiety, depression, and relationship difficulties. She warned, "It's not hard to get testosterone on the black market or online, so many who want to try it may not seek out medical advice. Risks of unwarranted testing or treatment include masking underlying conditions and unnecessary exposure to side-effects," such as infertility, cardiovascular risks, and thickened blood.
Financial Interests and Lack of Transparency
The study revealed that 72% of the social media posts analysed had financial interests, such as selling testosterone tests, treatments, or supplements, or were sponsored by industry. Alarmingly, two-thirds of these posts included direct links or promo codes to purchase products. Gram noted, "We found that conflicts of interest were often not readily visible to users," raising concerns about transparency and consumer protection.
Criticism from Scientific Community
Prof Oliver Jones, a chemist and analytical scientist at RMIT University who was also not involved in the study, expressed concern over how easily individuals with few or no health qualifications can disseminate misinformation online. He stated, "It's troubling how easy it is for people to go online, claim to know what they are talking about, and then make up any old rubbish, usually to sell something, with no consequences whatsoever."
Jones emphasised that a single testosterone test, even if accurate, can only provide a snapshot of testosterone levels at a specific moment and cannot diagnose a medical condition on its own. He stressed the importance of context, which can only be properly interpreted by trained medical professionals, given that testosterone levels vary between individuals, throughout the day, and can be influenced by other health conditions.
Broader Implications for Public Health
This research underscores the growing issue of health misinformation on social media platforms, particularly in the realm of men's health. The monetisation of masculinity through unneeded medical interventions poses significant risks, including the potential for individuals to bypass professional medical advice in favour of quick fixes promoted online.
As the study concludes, there is an urgent need for greater awareness and regulation to protect consumers from misleading marketing practices that exploit gender norms and health anxieties for profit.
