“Emerging anabolic androgenic steroid markets; the prominence of social media”

Abstract

Background

There have been notable shifts in the acquisition of anabolic androgenic steroids over time, with face-to-face (within gyms) and online supply (e.g. internet forums, crypto-markets/darknet, and pharmacies) being popular locations to source and acquire these drugs. Fresh evidence suggests that social media facilitates the supply of anabolic androgenic steroids, however, no study has exclusively examined this phenomenon.

Aim and method

This investigation sheds light on the supply of anabolic androgenic steroids over two major social media platforms: (i) Instagram; and (ii) TikTok. Digital ethnographic observations were conducted to identify and observe marketing strategies and supply methods.

Findings

The findings reveal: (1) public sale and advertisement of anabolic androgenic steroids via two distinct supplier types (i) direct suppliers (individuals and laboratories/shop accounts); and (ii) influencers (referring custom to third-party websites); (2) marketing techniques, including images of products, flash-sales, and discount codes; (3) delivery methods; (4) messaging platforms; and (5) payment.

Conclusions

Social media platforms facilitate the supply of anabolic androgenic steroids, increasing accessibility to these drugs. This, we argue, disproportionately affects younger, more vulnerable, and less informed populations. These findings ought to be considered within wider discussions related to harm reduction, providing policy makers with evidence to strengthen such calls.

Keywords:

• Social media
• ethnographic research
• drug markets
• harm reduction
• public health

Declaration of interest

No potential conflict of interest was reported by the author(s).

Notes

1 The snowball sampling technique is a popular research method that is defined by a researcher gaining access to participants through contact information that is provided by other participants. The process is repetitive and requires participants to refer the researcher to potential participants (Noy, 2008).

2 Social media ‘Bio’ statements are typically located alongside the social media users’ image. These short statements provide an overview of the account purpose, services, and background.

3 Linktree is a platform that allows users to list various URL links (e.g. videos, websites, articles, brands, companies, social media etc.,), collect payments and is said to be safe, trusted, and private https://linktr.ee

Additional information

Funding

The author(s) reported there is no funding associated with the work featured in this article.