Tiktok, Kingdom of “Food Noise” and Obesity Medicines

Half of the most popular videos on Tiktok involving food promote obesity medication. Similarly, A success that questions.

They are called Ozempic, Wegovy, Mounjaro or Zepbound. Nevertheless, These drugs are supposed to combat obesity and have obtained enormous popularity in recent years, largely via social networks. Consequently, A new study tries to quantify the phenomenon.

Daisuke Hayashi. For example, a doctoral student in nutritional sciences at the Pennsylvania State University presented his work during the last European congress dedicated to obesity. Similarly, He analyzed the 100 most popular videos on Tiktok evoking the “food noise“. Nevertheless, The fact of being obsessed with food, in order to know what type of subject was tackled. For example, Result: half of the videos evoke the existence of drugs.” There is a real concern of tiktors around these subjects, “describes the researcher.” The testimonies describe the fact that tiktok, kingdom “food noise” obesity the drugs have helped them to get better. Therefore, and not to think about food all the time. For example, “

Food noise : a new expression for an ancient feeling – Tiktok, kingdom "food noise" obesity

The food noise is a recent concept that was completely. Similarly, unknown until the beginning of 2023. However, “From what we see,” continues Daisuke Hayashi, it is an organic, natural phenomenon. People who talk about food noise seem to correspond to the definition we have of it: they managed to. put a new word on an old feeling. »»

In 2023. another study by Daisuke Hayashi defined the food noise Like “increased and/or persistent manifestations of reactivity to food signals, often leading to intrusive thoughts linked to unsuitable food and food behaviors. The perception of these signals varies from one individual to another. it is sometimes difficult to differentiate a real obsession with simple hunger. But in 95 % of the videos tiktok, kingdom “food noise” obesity studied here, the description corresponds perfectly.

Tiktok would therefore be the place where people in common in this obsession for food could talk about it. testify, and find solutions together. But everything is not so simple. “You have to take these videos for what they are,” alerts Daisuke Hayashi. “Testimonials, feelings, not medical advice. The public is mainly adolescent and is not always used to having a critical look at what he sees. »»

Between sincere testimonies and disguised advertisements

The effects described by drugs are positive. People really say they have reduced their discomfort towards food by taking them. But despite these online testimonies, other studies emit many concerns around these practices. Last December. a Danish study alerted in particular on the complications linked to the Ozempic, a drug that can trigger a lesion of the optic nerve.

Whether this disorder is really widespread or not, the anti -abbeys industry has completely embraced tiktok, kingdom “food noise” obesity the phenomenon. The increase in the popularity of Tiktok videos devoted to food noise is thus accompanied by an explosion in the consumption of ozempic. others.

What if these testimonies were actually disguised advertisements? “Only 5 % of videos contain a declared sponsor,” says Daisuke Hayashi. “Which means that others are sincere. Or that there is a part of disguised advertising, we cannot be certain. »Hidden promotional offers swarm on Tiktok. On May 15. the European Commission even launched a procedure to financially sanction the company, believing that there was not enough transparency towards online advertising.