Quick summary: A nutritional biochemistry analysis reveals that 97% of popular health supplement videos on TikTok offer zero scientific evidence to support their claims, leaving consumers vulnerable to misleading marketing and unregulated products. Research shows that nearly one in ten consumers buying supplements through social platforms experience adverse physical side effects such as stomach pain, skin rashes, and severe acne due to a widespread lack of transparency and proper regulatory oversight. For public policy and healthcare practice, implementing stricter digital health product regulations and educating the public on checking for official safety standards is critical towards preventing medical complications, protecting consumer well-being, and ensuring reliable wellness advice.
Health and wellness is the third most popular category on TikTok Shop, with sales hitting $1.01 billion in 2025. As demand for supplements grows, nutritional biochemist and nutritionist Jamie Christie from Just Vitamins is warning consumers to look beyond viral trends before making a purchase.
Over the past month, there have been an average of 543,000 searches for supplements, while the question “what supplements should I take” was searched around 8,000 times. Recent data shows that 55% of UK consumers have purchased something through TikTok Shop after seeing a brand’s products on the app, with TikTok Live also driving purchases among 50% of UK consumers.
Risks of buying supplements through social platforms
Christie said: “TikTok Shop is a great place to discover new brands and learn more about different supplements and how they can support our bodies, but the risk with it being done through a social platform is that anyone can share educational information.”
“There are some risks you could come across, such as misleading information and sweeping health claims from influencers with no medical background.”
“Also, some products from unknown brands may include undeclared ingredients and are not always properly regulated. This means they could be contaminated with toxic substances, which could cause side effects such as stomach pains, rashes, and acne.”
A study across 4 million individuals and 18,595 health-related posts found that 9% of consumers experienced acne, 9% reported stomach pain, and 9% experienced water retention after taking supplements bought through social platforms. Only 2.1% of nutrition content found on TikTok was based on public health guidelines. All health products should meet European Food Safety Authority (EFSA) safety standards.
Red flags consumers should watch for?
TikTok has regulations in place, including a Misleading Functionality and Effect Policy, but Christie cautions users to remain alert to several warning signs. Unrealistic product claims are among the most common, with some brands promising instant weight loss or oral supplements that protect skin from sun damage. Christie advises: “If it sounds too good to be true, then it probably is.”
Incomplete ingredient information is another concern. Labels should clearly list all ingredients, dosages, recommended daily intake, and allergy information. If this information is hard to find, consumers should think twice before buying. Closely related is a lack of transparency: a legitimate supplement brand should have contact details and customer support information readily available, and brands that are difficult to verify should be avoided.
Finally, consumers should be wary of products with missing safety warnings. Most supplements are not suitable for pregnant women, individuals taking medication, or those with underlying health conditions, and the absence of such warnings is a significant red flag.
Are viral supplements backed by science?
Christie said: “Whilst there is some great health content and products on TikTok, the supplements that are popular among users are not always supported by scientific evidence. We have found through research at Harvard that 97% of popular weight-loss, muscle-building, and detox supplement videos on TikTok offered no scientific evidence to support their claims.”
“Before buying the products, consumers need to look beyond the number of views on a video and ask whether the health benefits being advertised are relevant to their individual needs and supported by credible scientific evidence.”
“There are lots of great supplements and health products you can buy through TikTok Shop, including credible health experts who give some really valuable advice. So consumers must know how to find the right brands and experts online so they know they are buying from a reputable brand.”