A recent study in Social Science and Medicine reveals TikTok influencers with millions of followers promote testosterone tests and treatments to young men. The study analyzed 46 popular posts from TikTok and Instagram, watching how low testosterone and masculinity are portrayed. Researchers found influencers claim low testosterone causes issues like low energy and mood changes, even when these signs are normal. Emma Grundtvig Gram, the study’s lead author, said this makes men feel they need medical help even if they don’t. "This creates a sense of urgency for solutions, which in turn fuels lucrative markets for pharmaceuticals, supplements and medical devices," she said. The posts often target younger, fit men and push the idea that high testosterone equals being an ‘alpha male’—strong and successful. The study found 72% of posts had links to buy tests, treatments, or supplements. Many posts hid financial interests. Endocrinologist Prof Ada Cheung said routine testosterone testing for young, healthy men is not advised by medical guidelines. Symptoms often overlap with other common issues like stress or fatigue. She warned that unnecessary testing and treatment can cause side effects such as infertility and heart risks. Chemist Prof Oliver Jones added one testosterone test is not enough to diagnose a condition. Testosterone levels vary throughout the day and by individual. He urged people to seek advice from qualified doctors instead of trusting online claims. This study shines a light on how social media can medicalize masculinity and profit from men’s health fears without clear clinical benefits.