The pursuit of aesthetic and athletic enhancement is driving a surge in the use of synthetic peptides, despite significant safety concerns and questionable legality. Fueled by social media influencers and readily available online sources, individuals are increasingly injecting these unapproved substances into their bodies, often with little to no medical supervision.
The trend, gaining momentum throughout 2025, involves peptides marketed for a range of benefits, from muscle growth and fat loss to improved skin tone and accelerated recovery from injury. While some peptides are legitimate components of FDA-approved drugs – such as insulin and GLP-1 medications like Ozempic and Wegovy used for diabetes and weight management – many circulating online have never undergone rigorous testing in humans and are not approved for any therapeutic purpose.
The accessibility of these products is a key driver of the boom. Individuals can purchase peptides online, often labeled “for research purposes,” circumventing regulations designed to protect public health. One New Zealand man, identified as “Bill,” described sourcing peptides from both local suppliers and directly from China, noting that even with sourcing from China, verifying product quality remains a challenge. “I’m not going to say it’s 100 percent the safest way to do it, obviously it’s not a chemist,” he stated.
The financial incentives are also apparent. Online sellers offer injectable peptides for between $300 and $600 per vial, while longevity clinics reportedly charge thousands of dollars for monthly memberships providing access to these substances. This creates a lucrative market for both suppliers and influencers who promote these products to their followers.
The risks associated with unapproved peptide use are substantial. Experts warn of potential allergic reactions, metabolic disruption, and unknown long-term effects. Emeritus professor in sports medicine Dr. David Gerrard from the University of Otago emphasized the dangers, stating, “Don’t go there, there are far too many risks without medical supervision and determining what your body is normally producing anyway.” He further warned that these substances are “dangerous” and that the benefits are often overstated while the negative consequences are minimized in online marketing.
Regulatory bodies are taking notice, but enforcement lags behind the rapidly evolving market. In New Zealand, many peptides were reclassified as prescription medicines in December 2025, making their sale for therapeutic purposes illegal. Medsafe, the country’s regulatory authority, is seizing and destroying peptides imported without a prescription. However, the sheer volume of online sales and the ease with which individuals can procure these substances present a significant challenge.
The lack of comprehensive drug checking capabilities further exacerbates the problem. Know Your Stuff, a drug checking clinic, has seen a marked increase in inquiries about peptides, but currently lacks the technology to accurately analyze their composition. This leaves consumers vulnerable to receiving products that are mislabeled, contaminated, or contain entirely different substances than advertised.
The issue extends beyond recreational users. Athletes are also drawn to peptides, despite the fact that many are on the World Anti-Doping Agency’s prohibited list. Use of these substances can lead to disqualification from competition and potentially serious health consequences, as illustrated by past cases of athletes experiencing strokes and heart attacks due to unregulated peptide use.
Advertising unapproved or prescription-only drugs, including on social media, is illegal in both New Zealand and Australia. However, influencers continue to promote peptides, capitalizing on the growing demand and often failing to disclose potential risks. One individual, “Kai,” from Auckland, noted the prevalence of peptide promotion on his social media feeds, stating, “You look at one gym clip and then you get like five within the next 10 slides and then it just evolves from there, the more interactions you have.”
The situation highlights a broader trend of unproven wellness products gaining traction through social media, fueled by idealized body images and a desire for quick fixes. The lack of scientific evidence supporting the efficacy and safety of many of these peptides, coupled with inadequate regulatory oversight, poses a significant risk to public health. As of , the market for unapproved peptides continues to grow, demanding increased scrutiny from regulators and greater awareness among consumers.
