Doctors Debunk Cortisol Hype as 100s of Social Media Ads Push Unproven Fixes

2 articles · Updated · Business Insider · May 28

Endocrinologists say most people worried about “high cortisol” from TikTok and Instagram likely have normal levels, and that cortisol is a vital hormone rather than a catchall cause of weight gain, poor sleep or a “puffy face.”
Doctors said cortisol naturally rises and falls through the day and spikes with stress, exercise and eating; truly abnormal conditions such as Cushing’s syndrome and Addison’s disease are rare and require physician-run urine, saliva or blood testing.
Google searches for cortisol have climbed over the past five years, while Facebook’s ad library shows hundreds of active cortisol-related promotions selling supplements and other products with little evidence they help.
Experts said algorithms, short-form videos and distrust of conventional medicine amplify the craze, while the lightly regulated U.S. supplements market lets companies market broad cortisol “solutions” without proving safety or efficacy.
Physicians and researchers argue the real issue is often stress, urging people to address symptoms with evidence-based care and lifestyle changes—and to ask a doctor, not influencers or chatbots, about cortisol concerns.

Is the online cortisol craze a symptom of misinformation or an unaddressed crisis of chronic stress?

When AI can create perfect-sounding health lies, how can we ever trust online medical advice again?