Influencers and wellness companies are aggressively pushing testosterone tests and treatments onto healthy young men, falsely convincing them they have a medical problem, according to a new study in Social Science and Medicine. The marketing often centers on the idea that low testosterone equates to being less of a “real man,” tapping into insecurities about masculinity and virility.
The Rise of Medicalized Masculinity
Researchers analyzed 46 high-impact posts from TikTok and Instagram accounts with over 6.8 million followers, finding a coordinated effort to frame normal variations in energy, mood, and libido as signs of pathology. This creates unnecessary demand for treatments, even when no clinical benefit exists.
The core issue is that testosterone marketing isn’t just about health; it’s about reinforcing a narrow ideal of masculinity. Influencers promote the idea that high testosterone equals dominance, sexual success, and physical power, appealing to those immersed in “manosphere” ideologies. The manosphere—online communities promoting male superiority—is now a monetized industry, with testosterone marketing at its center.
Why This Matters
Testosterone levels naturally decline with age, but this is not inevitable. Lower levels can be linked to underlying health conditions such as diabetes or obesity. However, the aggressive targeting of young, fit men with routine screening is medically unwarranted. Australian guidelines recommend testing only when symptoms like delayed puberty or reduced libido are present.
Many symptoms attributed to low testosterone—fatigue, stress, anxiety—are non-specific and could be caused by other factors. Unnecessary testing and treatment carry risks, including infertility, cardiovascular problems, and thickened blood.
The Financial Incentives
The study found that 72% of analyzed posts had financial interests, such as selling testosterone tests, treatments, or supplements. Two-thirds included direct links or promo codes for purchasing products. These conflicts of interest are often hidden from users.
Experts warn that obtaining testosterone outside medical channels is easy and dangerous. The black market, online forums, and gyms offer unregulated access, bypassing necessary medical oversight. One testosterone test is insufficient for diagnosis; levels fluctuate throughout the day and vary between individuals.
The Takeaway
Testosterone marketing preys on insecurities by falsely equating low levels with inadequacy. This practice exploits young men, financially benefits the wellness industry, and medicalizes masculinity itself. Consumers should approach these claims with skepticism, relying on qualified medical professionals rather than unverified online influencers.
