New Zealand health experts are warning consumers about the growing reliance on AI-generated weight-loss advice and unregulated products promoted on social media, following a rise in patients seeking medical help after purchasing online supplements with unclear ingredients.
Clinicians say they are increasingly seeing people who have followed online guidance without medical supervision, often driven by seasonal pressure for rapid results after the holiday period. Dr Kieran Dang, Clinical Lead at telehealth provider Moshy NZ, said the trend is becoming more pronounced each January, when motivation is high and misinformation is widespread.
“I’m deeply concerned by the rise of unregulated weight-loss products being promoted on social media,” Dang said. “Patients tell me they’ve tried capsules or supplements sold online with no idea what’s actually in them. These are not prescription medications and can be dangerous.”
Regulator alerts
New Zealand’s medicines regulator, Medsafe, has flagged several unapproved diet pills circulating in the country that contain prescription medicines or controlled substances. Among the substances identified are sibutramine and phenethylamine, which Medsafe links to risks affecting heart rate, blood pressure and heart valves.
Clinicians say the problem goes beyond misleading marketing claims. The presence of undeclared ingredients means consumers often cannot verify supply chains or manufacturing standards when buying through social media platforms or informal online stores.
A 2024 New Zealand study of dietary supplements found that higher-risk weight-loss products may include undeclared prescription drugs or excessive caffeine. Researchers warned that such products can result in people unknowingly ingesting potentially harmful substances.
Concerns over AI advice
Dang also raised alarms about the growing use of AI tools to generate diet and weight-loss instructions. He said many users treat AI-generated guidance as authoritative, despite its lack of clinical context or understanding of personal medical histories.
“As people set health goals for the new year, many turn to the internet for help, but what looks like a quick fix can do lasting damage,” he said. “Credible weight-loss care needs proper medical oversight.”
Doctors report heightened risks when patients combine online-purchased products with AI-generated advice, particularly when individuals take multiple supplements at once or mix stimulants with dietary restriction. These risks are amplified when existing medical conditions or current medications are not reviewed.
Dang described January as a peak period for persuasive online content, noting that social media algorithms tend to amplify confident, definitive claims even when they lack medical input.
“January is when motivation is at its highest but also when people are most vulnerable to misinformation,” he said. “What starts as a resolution to get healthy can quickly become a risk to your wellbeing.”
Verified sources versus misinformation
Dang stressed that not all health content on social media is harmful. He drew a distinction between verified accounts sharing evidence-based information and unverified sources focused on sales or rapid transformation claims.
“Social media can be a positive space when information comes from credible, medically verified sources,” he said. “The danger lies with unverified accounts or AI-generated advice that appears trustworthy but has no clinical backing.”
Health professionals and regulators say consumer behaviour is increasingly blurring the line between general wellbeing content and healthcare. They note that weight-loss advice can interact with underlying conditions such as hypertension and anxiety, and that some patients do not disclose supplement use during consultations, complicating diagnosis when adverse effects occur.
Telehealth context
Moshy, which operates as a telehealth platform, has expanded into New Zealand and plans to establish a locally based team of doctors and nurses. The company said its services currently cover weight management and will broaden over the coming year to include dermatology, travel health and general practice consultations.
Telehealth providers have grown rapidly across Australasia as demand for remote consultations rises, positioning their services as a way for patients to access clinicians without visiting a general practice in person.
Dang urged consumers to check regulatory status and seek professional guidance before starting any programme involving medication or supplements. He also cautioned against purchasing capsules and pills through social media channels.
“My message to anyone looking to lose weight this year is simple,” he said. “Check that any medication is Medsafe-registered, avoid buying supplements or capsules through social media, and always seek guidance from a licensed healthcare professional. Safe and effective weight loss needs medical supervision. If something promises instant results or sounds too good to be true, it usually is.”
