From TikTok to Instagram, social media has become one of the most powerful influences on how people understand health and illness. Nearly 90% of American adults turn to social media for healthcare information. Rising healthcare costs, limited time within busy schedules, and the convenience of digital accessibility have all contributed to this shift. Yet social media allows both information and misinformation to spread rapidly, often with little distinction between the two. Unlike traditional healthcare systems, these platforms operate as private entities rather than under direct government oversight. While licensed healthcare professionals are held to professional and ethical standards, individuals without formal medical training can also widely share health advice, often reaching millions of viewers.
Women’s health is especially affected by this shift. Historically, women have been underrepresented in clinical research, contributing to real gaps in knowledge about symptoms, treatments, and long-term outcomes. Because evidence-based medicine relies on rigorous research, patients may feel that certain concerns in women’s health are inadequately addressed within the healthcare system. When individuals feel their symptoms are dismissed or not fully understood, they may turn to social media for validation and solutions. Online content often provides simple explanations and quick fixes, which can feel more satisfying than the uncertainty that sometimes accompanies evidence-based medicine or research that is still evolving.
As a result, many women seek answers outside traditional healthcare settings. One trend that has gained significant traction online is the idea of “balancing hormones,” a concept that is widely promoted but rarely clearly defined.
So what does “hormone balance” mean? In most cases, it is a vague, non-medical term used to explain a wide range of symptoms in women, such as fatigue, weight changes, acne, or mood fluctuations. The endocrine system is highly complex, involving many hormones that interact through tightly regulated feedback loops. Hormone levels naturally fluctuate throughout the day and across the menstrual cycle, meaning there is no single “ideal” hormone level that applies to everyone. While certain medical conditions, such as Polyendocrine Metabolic Ovarian Syndrome (PMOS), do involve hormonal dysregulation, diagnosis requires careful assessment by a qualified healthcare provider rather than a single test or symptom checklist to guide downstream management options.
At the same time, it is important to acknowledge that increased public attention toward women’s hormone health can be beneficial. Greater awareness has helped shed light on endocrine disorders in women, menopause, menstrual health, and conditions that were historically under-discussed. For example, hormonal testing of Luteinizing hormone (LH) and Follicle-Stimulating Hormone (FSH) levels can play an important role in evaluating and diagnosing menopause in some patients without a uterus and guide their symptom management. Increased conversation around hormone health may encourage more individuals to seek medical care and advocate for their symptoms.
However, the popularity of “hormone balancing” also raises important ethical concerns.
When scrolling through social media, people often fail to question who is producing information and what incentives they may have. Content about women’s hormone health is shared by a wide range of individuals, including physicians, wellness influencers, and health coaches. Physicians are obligated to promote evidence-based information and are therefore subject to professional regulations regarding public communication. Health coaches and wellness influencers, however, are not held to the same standards of training, regulation, or oversight. In an analysis of oral contraceptive information on TikTok, videos created by healthcare professionals were found to be more accurate, yet they received less engagement than videos made by non-professionals. At the same time, the global wellness industry is valued at approximately $6.8 trillion, and many creators promote supplements, courses, or programs alongside their advice.
This introduces potential conflicts of interest that are not always clearly disclosed. For example, dietary supplements are not subject to the same level of regulatory scrutiny as prescription medications in the United States and Canada. They are not required to demonstrate effectiveness before being marketed, and safety monitoring is more limited. As a result, consumers may be exposed to products that are ineffective, interact with medications, or cause unintended side effects. At the same time, because prescription medications come with clear warnings and side effect lists, they may be perceived as more dangerous than “natural” alternatives, even when they are well studied and safe when used appropriately.
Hormonal contraception represents a salient example of how health misinformation disseminated through social media can produce tangible clinical and societal consequences. Influencers and online content creators frequently characterize hormonal contraception as inherently harmful, often encouraging individuals to discontinue its use in pursuit of “hormonal balance” or “natural” health. This messaging commonly combines partial truths, such as acknowledging potential side effects, with broader claims unsupported by current scientific evidence. Hormonal contraception is a reliable, safe, effective, and evidence-based option for preventing pregnancy and managing a range of medical conditions, such as endometriosis, primary dysmenorrhea, and premenstrual dysphoric disorder. Discouraging its use without appropriate medical guidance can undermine reproductive autonomy, particularly in settings where access to abortion or other reproductive services is limited.
At the same time, it is important to acknowledge why these messages resonate. Many individuals feel that their concerns are not adequately addressed in clinical encounters, especially in areas such as menstrual health, chronic pain, or fatigue. The popularity of hormone-related content reflects a genuine need for better communication, more inclusive research, and more patient-centered care. Dismissing these concerns outright risks further eroding trust.
So how should we respond? From an ethical perspective, responsibility exists across multiple groups.
Healthcare professionals need to engage more actively in public communication. This includes using clear, accessible language, acknowledging uncertainty, and validating patient experiences while still providing evidence-based guidance. At the same time, there is a need for stronger oversight of health-related content online. Although platforms such as TikTok state in their policies that they do not allow health misinformation, enforcement often relies on users reporting posts after they have already been published. This reactive approach shifts responsibility onto consumers, who may not have the tools to identify inaccurate or harmful information. Platforms and policymakers should instead consider more proactive measures, including clearer standards for disclosing financial interests and distinguishing between regulated medical advice and unverified wellness claims.
The “hormone balancing” trend is not simply a harmless wellness fad. It reflects deeper gaps in healthcare, research, and communication, while also creating opportunities for misinformation and potential harm. Addressing this issue requires not only correcting false claims but also rebuilding trust, improving access to reliable information, and ensuring that patients feel heard within the healthcare system
Eliana Kagal, BMSc is an MD Candidate at the University of Toronto Faculty of Medicine
Elisheva Nemetz, MBE, MD, Harvard Medical School