The Eating Disorders Alliance (EDA) is becoming increasingly concerned with the rapid rise of online trends such as ‘looksmaxxing’, ‘facesmashing’, and the growing prevalence of muscle dysmorphia and body dysmorphic disorder (BDD), particularly among adolescent boys and young men.
The EDA, comprised of leading eating disorder organisations in Australia and New Zealand, is also alarmed by the growing promotion and use of unregulated peptides and performance-enhancing substances across both genders, often marketed online as quick solutions for fat loss, muscle gain, or aesthetic ‘optimisation’.
“These phenomena, amplified by social media platforms and digital communities, are normalising extreme appearance modification, rigid beauty standards, and potentially dangerous health behaviours,” said Jade Gooding, CEO of ANZAED.
Emerging trends fuelling harm
’Looksmaxxing’ culture promotes the idea that individuals must optimise their physical appearance through strict routines, obsessive comparison, and sometimes unsafe or unproven practices. Similarly, ‘facesmashing’ and related behaviours (encouraging physical alteration of facial structure) pose direct physical and psychological risks.
“We are particularly concerned that these trends are often framed as self-improvement but encourage compulsive behaviours and unrealistic expectations,” said Belinda Chelius, CEO of Eating Disorders Queensland. “Additionally, online communities reinforce body dissatisfaction, shame, and social comparison and vulnerable young people are exposed to misinformation and unregulated advice, including on supplements and substances.”
“The Butterfly Helpline is seeing a troubling increase in these trends, and the misuse of performance-enhancing substances, including compounds marketed for muscle growth, fat loss, anti-ageing, and aesthetic enhancement,” said Jim Hungerford, CEO of Butterfly Foundation. “Many peptides are unregulated, experimental, or intended for research use only, yet are being widely promoted on social media.”
EDA is particularly concerned about the growing role of the online ‘grey market’, where peptides and performance-enhancing substances are sold through loosely regulated websites, social media channels, and private networks with limited oversight.
These products are often marketed in ways that blur the line between research chemicals and consumer health products, making them easily accessible to young people without appropriate safeguards. The lack of quality control, accurate labelling, and medical supervision significantly increases the risk of harm.
“Young people may be encouraged to use these substances without understanding potential side effects, long-term health risks, or legal implications. These practices can reinforce disordered eating, compulsive exercising, and body dissatisfaction,” said Susie Hansen, Acting CEO for Eating Disorders Victoria.
Primarily, EDA warns that positioning these substances as ’shortcuts’ to idealised bodies contributes to a culture where health is secondary to appearance.
The role of digital environments
Algorithms and social media platforms play a critical role in amplifying appearance-focused content and emerging harmful practices.
“Content promoting rapid transformations, ‘ideal’ physiques, or experimental substances can create echo chambers that reinforce unhealthy behaviours,” stated Jane Rowan, Executive Director of Eating Disorders Families Australia.
“Digital platforms must take responsibility for reducing exposure to harmful body-related content and substance promotion and media literacy is essential to help young people critically evaluate online messaging,” continued Jane.
Emerging research shows that exposure to appearance-focused social media content is associated with increased body dysmorphic symptoms, muscle dysmorphia, and disordered eating behaviours. Evidence also suggests that these pressures are contributing to the rising use of performance- and image-enhancing substances, including peptides, among young people. While research into newer trends is still developing, the broader evidence base clearly indicates significant risks to both mental and physical health.
EDA is calling for:
- Increased awareness and education – Equip schools, parents, and communities to recognise early signs of body dissatisfaction, disordered eating, and substance misuse.
- Improved access to inclusive support services – Expand gender-inclusive services addressing eating disorders, body image concerns, and related behaviours across Australia and New Zealand.
- Regulation and public health guidance – Strengthen oversight of online promotion and access to peptides and unregulated substances, and provide clear public health messaging.
- Research and data collection – Invest in research on emerging trends, including the intersection of body image, digital culture, and substance use.
To find out more about the Eating Disorders Alliance, visit https://eatingdisordersalliance.org.au/
-ENDS-
Media Contact:
Eating Disorders Alliance E: media@eatingdisordersalliance.org.au
About EDA:
The EDA brings together Australia and New Zealand’s leading eating disorder organisations including Butterfly Foundation, Eating Disorders Families Australia (EDFA), the Australia and New Zealand Academy for Eating Disorders (ANZAED), Eating Disorders Queensland (EDQ), Eating Disorders Victoria (EDV), Eating Disorders Association of New Zealand (EDANZ), the National Eating Disorders Collaboration (NEDC), Eating Disorders Neurodiversity Australia (EDNA), the Australian Eating Disorders Research and Translation Centre (AEDRTC), InsideOut Institute (IOI) and the Embrace Collective.
Editor and producers note:
Please include the following support line details in all media coverage of this story and refer to the Mindframe Media Guidelines for safe reporting on eating disorders. Please include the following helpline message.
Help and Support
Anyone needing support with eating disorders or body image issues is encouraged to contact:
Butterfly National Helpline on 1800 33 4673 (1800 ED HOPE) or visit www.butterfly.org.au to chat online or email, 7 days a week, 8am-midnight (AEST/AEDT).
- Eating Disorders Victoria Helpline on 1300 550 23
- For urgent support call Lifeline 13 11 14