In an era dominated by digital engagement, the impact of social media on health behaviors is a subject of increasing concern and scrutiny. A comprehensive new study conducted across Canada and the United States has illuminated the intricate relationship between social media use and the intentions among boys and young men to use anabolic-androgenic steroids (AAS). This extensive research scrutinizes not only the quantity of time spent on various digital platforms but, more critically, the nature of content consumed and the psychological mechanisms operating within online fitness cultures.
The investigation, drawing upon data from over 1,500 male participants who have never used AAS, revealed that while average social media usage is roughly two hours per day—comparable to time spent on other digital activities such as web browsing and video watching—it is social media engagement that correlates most significantly with elevated intentions to initiate steroid use. This finding challenges the often simplistic narrative that total screen time alone is the primary driver of risk behaviors associated with digital media.
Delving deeper into the patterns of digital consumption, the study underscores that the specific content and context of social media utilization markedly influence intentions related to AAS use. Participants exhibiting symptoms characteristic of social media addiction reported higher proclivities to consider steroid use, highlighting how compulsive engagement with digital platforms might prime vulnerable individuals for risky health choices.
Moreover, exposure to muscularity-centric content emerged as a potent factor in shaping these intentions. Boys and young men who frequently viewed images and videos featuring lean, muscular, or athletic male bodies—and content explicitly advertising muscle enhancement supplements and drugs—demonstrated a significant increase in their likelihood to contemplate AAS use. Importantly, advertisements promoting muscle-building drugs had the strongest association within the study, suggesting that targeted marketing efforts wield substantial influence in normalizing steroid use.
The psychological process of body comparison plays a pivotal role in this dynamic. Participants who regularly compared their physiques to others on social media platforms reported heightened intentions to use AAS. This frequent social comparison may exacerbate body dissatisfaction and amplify internalization of unrealistic muscular ideals propagated through online fitness communities, creating an environment ripe for steroid consideration.
From a physiological and mental health perspective, anabolic-androgenic steroids carry serious risks, including adverse cardiovascular effects, disruption of hormonal homeostasis, mood disorders, and the potential for dependence. Recognizing that this study centers on intention rather than actual steroid use, the implications remain profound: digital environments may serve as critical arenas where attitudes toward AAS are formed and entrenched long before physical use begins.
Lead researcher Dr. Kyle T. Ganson, assistant professor at the University of Toronto’s Factor-Inwentash Faculty of Social Work, emphasizes the necessity of moving beyond quantitative assessments of digital exposure. He advocates for nuanced inquiries into the qualitative aspects of social media interaction that shape young males’ health trajectories. Understanding what specific visual and textual material boys and men consume, the frequency of their body comparisons, and the pervasiveness of drug marketing in these digital ecosystems is vital.
The study’s findings urge prevention strategies that transcend mere limitations on screen time. They call for integrated approaches incorporating media literacy education, where young users are equipped with critical thinking skills to deconstruct muscular ideals and recognize persuasive supplement marketing. Such interventions aim to foster a more flexible and healthful understanding of masculinity and body image, countering the rigid and often unattainable standards disseminated online.
This research aligns with broader societal concerns about youth mental health and digital well-being. The pervasive nature of muscularity-oriented social media content and its close ties to high-risk substance use decisions underscore the need for policies and tools that mitigate harmful exposures. As conversations around adolescent and young adult health evolve, acknowledging and addressing these digital influences will be crucial for comprehensive public health frameworks.
The interplay between social media addiction symptoms and steroid intentions also opens new avenues for clinical and psychological research. Investigating whether reducing addiction-like engagement with social platforms can diminish susceptibility to unhealthy body modification behaviors warrants further exploration. The neuropsychological underpinnings of compulsive digital use parallel the mechanisms driving appearance and performance-enhancing drug considerations.
Concurrently, the role of social media algorithms and targeted advertising in amplifying exposure to muscle enhancement content cannot be overlooked. The mechanisms through which digital platforms curate and propagate such material demand examination, as they likely contribute to the normalization and appeal of steroid use among impressionable populations. Regulatory debates concerning the oversight of digital marketing practices in fitness and supplement industries may find empirical support through these insights.
In sum, this landmark study presents compelling evidence that the risk landscape for anabolic-androgenic steroid use intentions among boys and men is intricately linked with the qualitative dimensions of social media engagement. By advancing our understanding of these digital influences, researchers, policymakers, educators, and health professionals can collaborate on multifaceted interventions to safeguard youth from entering trajectories toward unhealthy and potentially hazardous body enhancement practices.
Subject of Research: The relationship between social media engagement patterns and intentions to use anabolic-androgenic steroids among boys and men in North America.
Article Title: Social media engagement and anabolic-androgenic steroid use intentions among boys and men in Canada and the United States
News Publication Date: 20-Feb-2026
Web References: http://dx.doi.org/10.1016/j.bodyim.2026.102057
Keywords: social media addiction, anabolic-androgenic steroids, muscularity, body image, digital marketing, youth health, body comparison, steroid use intentions, muscle-building supplements, online fitness culture
