New research led by Dr Luke Cox, Lecturer in Sport and Exercise Science and funded by UK Anti-Doping (UKAD), has revealed the alarming ease with which Selective Androgen Receptor Modulators (SARMs) are being marketed and sold online across the UK.
SARMs are synthetic compounds originally developed for potential medical use, including the treatment of muscle-wasting conditions, osteoporosis, and cancer-related illness. However, despite growing popularity within bodybuilding and fitness communities, no SARM has received regulatory approval for human consumption. Emerging evidence has linked their use to a range of significant harms, including endocrine disruption, cardiovascular complications, mood disturbances, and dependency-related behaviours.
Dr Cox’s research identified widespread online promotion of SARMs across platforms such as Instagram, TikTok, and YouTube, where fitness influencers openly discuss their use, provide “cycle” advice, and direct followers toward online vendors through affiliate links and discount codes. These influencers frequently profit from sales commissions, embedding SARMs within broader influencer-driven commercial ecosystems.
Critically, many products are marketed as being for “research purposes only” or “not for human consumption,” despite being explicitly promoted for physique and performance enhancement. According to Dr Cox, such contradictory messaging creates a misleading perception of safety and legitimacy, particularly among younger audiences engaging with fitness content online.
The findings raise urgent questions for regulators, public health bodies, and anti-doping organisations. Dr Cox argues that stronger regulatory oversight and legislative reform are now required to address loopholes currently being exploited within the rapidly expanding online enhancement marketplace.