A recent study involving over 1,500 boys and men in Canada and the United States has found a link between social media use and intentions to use anabolic-androgenic steroids (AAS). The research focused on individuals who had never used AAS before, analyzing how different types of screen time and online engagement related to their intentions.
Participants reported spending about two hours per day on social media, similar to the time spent watching videos or browsing the web. However, the findings indicated that social media use was more strongly associated with intentions to use AAS than other forms of screen time. Web browsing also showed a connection, but it was less pronounced.
The study highlighted that not just the amount of time spent online, but also the type of content viewed and user behavior played a significant role. Those who experienced more symptoms of social media addiction or frequently viewed images of muscular, lean, or athletic male bodies were more likely to report stronger intentions to use AAS. Exposure to advertisements or content promoting muscle-building supplements and drugs had an even greater association with these intentions. The strongest link was seen among those exposed to content promoting muscle-building drugs specifically. Additionally, young men who often compared their bodies to others on social media reported higher intentions to use AAS.
Anabolic-androgenic steroids are known for their potential health risks, including cardiovascular issues, hormonal changes, mood disturbances, and possible dependence. "While our study focused on intentions among individuals who had never used AAS, the findings highlight how online environments may shape attitudes before use begins. Therefore, we need to understand what boys and men are seeing, how often they are comparing themselves to others, and how normalized supplement and drug marketing has become in digital spaces," says Ganson.
Researchers stressed that prevention should go beyond limiting screen time. They suggested addressing media literacy, digital marketing tactics, and the pressures present in online fitness communities. Ganson stated: "We need strategies that help boys and young men critically evaluate muscular ideals and supplement promotion, while fostering healthier, more flexible understandings of masculinity and body image, which may help reduce risk."
As discussions around youth mental health and digital well-being continue to expand, this study provides new evidence that exposure to muscularity-focused content online can influence decisions regarding risky appearance- or performance-enhancing substances.
