A sport integrity expert has cautioned that social media platforms are increasingly functioning as both a shop window and a marketplace for hazardous substances. Dr Luke Cox, a 35-year-old lecturer in Sport Integrity at Swansea University, holds a PhD and has dedicated his research to understanding the root causes behind the use of Image and Performance Enhancing Drugs (IPEDs).
The Role of Social Media in Drug Normalisation
Dr Cox argues that social media is disseminating harmful messages about IPEDs, particularly Selective Androgen Receptor Modulators (SARMs), which remain unregulated and unsafe for human consumption. His research focuses on recreational-level Welsh rugby players, examining why individuals turn to these substances and how social media amplifies these underlying factors.
“Social media provides a platform and marketplace for discussing and supplying IPEDs,” Cox explained. “Conversations about substances now reach a far wider audience, extending beyond traditional hardcore bodybuilding circles. It’s also a space where people compare themselves to others—a significant aspect of the impact social media influencers have.”
He added: “When you create videos that attract millions of views, it becomes a powerful tool for broadcasting these messages to a much broader population. I recognise that some individuals are not using these drugs to enhance sports performance. While they understand that increased muscle mass and strength can benefit them on the rugby pitch, their primary motivation is often to look good on a night out or at the gym, to gain confidence, or to appear more attractive.”
SARMs: Illegal but Widely Advertised
SARMs are illegal for human consumption, yet many sellers promote them online as ‘safer’ alternatives to anabolic steroids, with little or no mention of health risks. These risks include an elevated likelihood of heart attacks, liver damage, and infertility.
A recent public survey conducted by Censuswide on behalf of UK Anti-Doping (UKAD), focusing on young people aged 16-25, as well as parents and carers, revealed that a third of young respondents (33%) reported having purchased SARMs at some point in their lives after seeing them advertised or promoted on social media. Additionally, more than 8 in 10 parents (81%) expressed concern that their children are exposed to online content on social media that normalises IPED use.
Dr Cox is worried that social media is making these substances more accessible and normalising their use. “We are seeing softening perceptions around the permissibility of these substances, partly due to greater exposure via social media,” he said. “Coupled with the widespread circulation of counterfeit products, contamination issues, and inaccurate dosing, this trend is deeply concerning.”
He continued: “UKAD’s recent public survey demonstrates the language used to market these substances and how easily influenced young people are into purchasing them. This is extremely concerning.”
Clean Sport Week and the ‘Built Not Bought’ Message
Cox made these remarks ahead of UKAD’s annual Clean Sport Week, held from May 11 to 17. The campaign celebrates fair play and champions drug-free sport through the message ‘built not bought. 100% me’, promoting the idea that lasting success comes from hard work, talent, and dedication—and cannot be purchased. Throughout the week, UKAD addressed 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 the risks associated with IPEDs and SARMs and not to blindly trust influencers promoting harmful substances. “Be critical,” he advised. “I know it’s difficult because influencers are, as the name suggests, 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 that many influencers have commercial links to the products they promote.”
For more information about SARMs, UKAD has published a new factsheet on the substances.
