Social Media Adverts for Steroids Prompt Warnings to Young Men.

By James Murray-Hodcroft

12th September 2025

Adverts for anabolic steroids have been appearing on social media platforms, raising concerns that they are being marketed towards teenagers and young men. The discovery has prompted warnings from a professional bodybuilder and a researcher into performance-enhancing drugs, who say the risks are being ignored.

The sponsored posts, some of which show images of a young man bulking up on the products, suggest that stock is already held in the UK, with delivery times of just days. Campaigners argue that the adverts exploit loopholes in the Online Safety Bill, introduced in October 2023, which relies on accurate labelling of websites in order to filter harmful content.

Professional disabled bodybuilder Kookie Katana said she has witnessed a rise in steroid use among both men and women in gyms and on stage. Although she competes naturally, she has trained alongside many who use steroids and has seen the side effects first-hand.

Katana recalled seeing outbursts of aggression, often referred to as “Roid Rage“, in individuals she had always known to be calm and placid. She described this change in behaviour as one of the most troubling outcomes of misuse.

Please, consider why you want to look a certain way,” she told The Hodlines. “Is it peer pressure? Do you want to look like someone on TV?”

Katana added that young people often underestimate the consequences of steroid use.

Do you want male pattern baldness in your teens? How do you think you’ll feel when you have this ‘great’ body, but your testicles have shrunk, your skin is literally scarred from the acne, you can’t sleep, and you’re living with permanent paranoia?”

Research and frontline evidence

Her concerns are echoed by Dr Andrew Richardson PhD, a researcher into Image and Performance Enhancing Drugs (IPEDs) and a former harm reduction worker at the Needle Exchange in the North East.

Dr Richardson said his research and frontline work both point to a notable rise in anabolic steroid use among young men. Unlike previous generations of users, he explained, many are not professional athletes or competitive bodybuilders but everyday gym-goers motivated by appearance.

The most common compounds I’ve seen are testosterone cypionate and testosterone enanthate,” he said. “But there is a significant rise in trenbolone use. It’s increasingly promoted by fitness influencers on TikTok, despite the risks.”

Health risks

Both Katana and Richardson highlighted the physical and psychological risks of anabolic steroids. Reported side effects include insomnia, acne, mood swings, and paranoia. Long-term effects can be more severe: infertility, testicular shrinkage, liver and kidney damage, and increased risk of heart disease.

Katana said she has seen the impact on those around her. “Paranoia and anxiety are really common, and people often don’t recognise the changes until it’s too late,” she explained.

Advice for families

Dr Richardson also offered advice for parents who suspect their children may be using or considering steroids. He urged them to remain calm and informed.

The best course of action is to remain approachable. Don’t fly off the handle, because they’ll shut down, and you’ll lose the battle. Get online, educate yourself and work on creating an atmosphere of openness. Then, you might be able to start reasoning with them.”

He warned that a harsh response could push young people towards others who may not have their best interests at heart.

For Katana, the message remains simple:

Think about the risks before you start. Ask yourself if it’s really worth it.”