A sport integrity expert has warned that social media is increasingly becoming a shop window and marketplace for dangerous drugs. Dr Luke Cox, PhD, 35, from Swansea, is a lecturer in Sport Integrity at Swansea University who has researched the root causes of Image and Performance Enhancing Drugs (IPEDs) use.
The Doctor of Philosophy argues that social media is spreading harmful messages surrounding IPEDs, including Selective Androgen Receptor Modulators (SARMs), which are unregulated and not safe for human consumption. With a particular focus upon the use of IPEDs at recreational levels of Welsh rugby, he details the factors he sees for individuals using substances, and how social media can contribute to these root causes.
Cox says: “Social media is providing a platform and marketplace to talk about and supply IPEDs. Conversations around substances are now broadcast to a much wider audience – beyond traditional hardcore bodybuilding circles. But it's also a location for people to compare themselves to others as well - that’s a big part of social media influencers’ impact.
“When you’re composing videos which attract millions of views, it is a powerful tool for sharing these messages to a much wider population in society. I understand that some people are not using these drugs to enhance their performance in sports.
“While they understood that being more muscular and being stronger can benefit them on the rugby pitch, their primary motivation is to look good on a night out and in the gym, to gain more confidence or be more attractive.”
SARMs are illegal to be sold for human consumption, despite this, many sellers advertise them online as ‘safer’ alternatives to anabolic steroids with limited or no mention of the health risks, including greater risk of heart attacks, liver damage and infertility.
A new public survey conducted by Censuswide on behalf of UK Anti-Doping, published this week, focusing on young people (16-25), parents and carers, indicates that a third of young respondents (33%) say they have purchased SARMs at some point in their lifetime after seeing them advertised or promoted on social media. More than 8 in 10 (81%) parents of young people reported they were concerned their child is exposed to online content on social media that normalises the use of IPEDs.
Dr Cox is concerned that social media is making these substances easier to access and normalising their use. He says: “We're seeing softening perceptions around the permissibility of these substances, in part, tied to greater exposure via social media. Coupled with the widespread circulation of counterfeit products, alongside contamination issues and inaccurate dosing, this trend is deeply concerning.
“UK Anti-Doping's recent public survey demonstrates the language being used to market these substances and how easily influenced young people in particular are into purchasing them, which is extremely concerning.”
Cox was speaking ahead of UK Anti-Doping's (UKAD) annual Clean Sport Week, which took place between May 11-17. The campaign celebrates fair play and champions drug-free sport through the message of ‘built not bought. 100% me’, in a bid to promote that lasting success comes from hard work, talent and dedication – it can’t be bought. Throughout the week, UKAD tackled dangerous misinformation online about IPEDs, including SARMs, shared accurate health information, and highlighted the role athletes play as role models for the next generation.
Dr Cox urges people to research risks surrounding use of IPEDs and SARMs and not blindly trust influencers promoting harmful substances. Cox adds: “Be critical. I know it's really quite difficult when influencers are, as the name says, very influential and hold a degree of power over their followers. Don't take their word for it. Always do wider reading and be aware of the fact that many influencers are commercially linked to products.”
To find out more about SARMs, read UKAD’s new factsheet on the substances.
