Isaaq Tomkins

Experts warn that unregulated online sales of experimental peptides and anabolic steroids in the UK have created a lawless environment with serious health risks. Channa Jayasena and Susan Backhouse highlight rapid normalization of enhancement drugs driven by social media and influencer marketing, while politicians raise concerns over regulatory gaps and the limited capacity of agencies such as the MHRA and the Advertising Standards Agency. Calls for stronger oversight, clearer accountability and improved public awareness accompany warnings that continued inaction could lead to fatalities.

Fitness influencers affiliated with Gencore Global have been helping operate an illegal steroid market on Telegram, directing followers to channels promoting steroids, prescription medicines and experimental peptides under the Anabolic By Nature brand. Several Gencore ambassadors and employees act as administrators in these groups, while CEO Darren Wicks provides guidance on purchasing and transporting banned substances. The network offers commissions on sales and reaches thousands of users. Experts warn that social media is normalising steroid use by blending it with wellness and fitness culture, creating significant health risks and misleading perceptions about wellbeing.