Wellness brands capitalise on ADHD stigma in social media push

A wave of marketing from dietary supplement companies is targeting patients with attention deficit hyperactivity disorder (ADHD) by casting prescription stimulants in a negative light. Brands including Graymatter Labs, Stasis, Magic Mind, Thesis, and Nello are utilising paid partnerships on Instagram, TikTok, and YouTube to promote unproven alternatives to medications such as Adderall and Vyvanse. This surge in advertising coincides with the release of a report by the Health and Human Services (HHS) “Make America Healthy Again” Commission, led by Secretary Robert F. Kennedy Jr., which has drawn criticism for its stance on the overmedicalisation of children.

The HHS report, titled “The Overmedicalization of Our Kids” and released in May 2025, is described as the most controversial element of the Commission’s findings. Secretary Kennedy has previously expressed inflammatory views on psychiatric drugs, claiming patients have been “poisoned” by stimulants. While the federal department moves to embed informed consent and evidence-based alternatives into policy, social media influencers are actively comparing these supplements favourably to pharmaceuticals, highlighting perceived negative side effects such as jitteriness and an “afternoon crash.”

Specific products marketed under terms like “nootropic” and “biohacking” contain ingredients such as L-theanine, ashwagandha, turmeric, and B vitamins. Unlike psychiatric medications, these gray-market dietary supplements are not required to undergo evaluation or approval by the Food and Drug Administration (FDA) prior to marketing. Influencers, including content creator Katie Silbar and spokespeople for Magic Mind such as comedian Pete Holmes and NFL quarterback Matthew Stafford, have used paid videos to suggest these supplements offer mental clarity and emotional balance without the risks associated with controlled substances.

Medical professionals have raised alarms regarding the potential harm of these campaigns. Kristen Leinung, a mental health nurse practitioner at the Northwest ADHD Treatment Center, warned that the pessimistic framing of stimulants could encourage patients to discontinue essential medication. She noted that untreated or under-treated ADHD carries significant morbidity risks, including decreased life expectancy and higher rates of risky behaviour. Leinung emphasised that while stimulants have predictable side effects, they are well-studied and safe when taken under medical supervision, whereas the new advertising style further stigmatises effective treatments.

The marketing push occurs against a backdrop of supply chain difficulties, with US pharmacies experiencing shortages of Adderall, Vyvanse, Ritalin, and Concerta since 2022. Although the Drug Enforcement Administration increased production quotas, bottlenecks have persisted. Experts argue that supplement ads are exploiting this crisis, offering appealing alternatives to patients who are unable to access their prescriptions. Meanwhile, social media platforms have responded inconsistently; Meta and TikTok have removed several brand accounts for violating health misinformation guidelines, while YouTube stated that similar accounts were not in violation.