PCOS, Predators, and the Problem with Influencer ‘Experts'
Here we go...AGAIN!
When I started this Substack, it was in response to a man with a big following who claimed menopause was a “big pharma conspiracy” and that you could “cure” it. His words were a perfect storm of misinformation wrapped in confidence, and it left me furious that so many people trusted his claims simply because he had a large platform.
Well, here we go again.
Why are you angry this time, I hear you sigh.
Thanks for asking, let me tell you.
Polycystic ovary syndrome (PCOS) affects 1 in 10 women, making it one of the most common hormonal conditions. Yet it’s also one of the most misunderstood—and exploited—health issues today.
A recent BBC exposé revealed how influencers, some unqualified and others ethically questionable, are turning PCOS into a profit machine. They sell overpriced supplements (more on this tomorrow), push restrictive diets, and spread misinformation that leaves people feeling worse, not better.
I’m sick of women’s health being treated as a trend—they’re half the population. And when it comes to something as essential as your health and well-being, flashy marketing is no substitute for ethical, evidence-based care.
Exploiting Insecurities for Profit
One of the most troubling revelations from the BBC exposé is how influencers prey on insecurities to sell their products. Take the term “PCOS belly,” a phrase that’s entirely unscientific yet deeply manipulative.
By framing fat storage around the abdomen—a natural response to hormonal and metabolic shifts—as something abnormal, these influencers create shame where there shouldn’t be any. The message is clear: “Your body is wrong, and I have the fix.”
*for reference the supplements I take for PCOS cost me roughly £40 for a 3 month supply.
The reality?
Where your body stores fat is not a personal failing—it’s biology.
Using terms like “PCOS belly” pathologises women’s bodies and reinforces harmful beauty standards. As if we don’t already have enough of that to deal with.
These insecurities are exploited to sell overpriced supplements and programs that often lack any evidence of effectiveness.
This is how the cycle works:
1️⃣ They amplify your insecurities.
2️⃣ They sell you a “solution” that doesn’t work.
3️⃣ When you don’t see results, you blame yourself—not the influencer, the product, or the false promises.
This isn’t empowerment—it’s exploitation.
Platforms Like Instagram and TikTok Are Complicit
The BBC investigation found that half of the most-watched videos under the “PCOS” hashtag contained false information.
Despite the harm caused by misinformation, platforms like Instagram and TikTok do little to regulate content about women’s health. Why? Because these platforms profit from the ad revenue generated by misleading health content.
When it comes to women’s health, these platforms:
Allow unqualified influencers to sell unregulated supplements and programs without accountability.
Fail to implement meaningful regulations to stop the spread of misinformation.
Profit from the very ads promoting harmful, unfounded health claims.
Misinformation isn’t just a nuisance—it has real consequences. It delays medical care, worsens symptoms, and damages the mental health of those who are already vulnerable.
Women deserve better than being treated as a revenue stream.
Ethics Matter. Integrity Matters.
As a registered nutritionist with the Association for Nutrition (AFN), I’m bound by a strict code of ethics and professional standards. This means:
I cannot—and would never—recommend products or strategies that aren’t backed by evidence. I regularly refuse affiliate links from companies looking to use me to sell (to my 5 followers!)
I’m fully insured and accountable for the advice I give.
I’m committed to doing no harm, prioritising your well-being over any trends or quick fixes.
Influencers face no such accountability. Many aren’t qualified to give health advice, and even those with credentials are often motivated by profits, selling supplements that directly benefit their bottom line.
When you work with me, whether as a client or through my coaching courses, you can trust that every recommendation I make is researched, evidence-based, and designed to support your health long-term.
What I Teach Clients and Coaches
Managing PCOS effectively isn’t about quick fixes or trendy diets. Sustainable, evidence-based care is the key to working with your body—not against it.
Here’s what I teach:
1️⃣ For Clients:
Nutrition strategies that support blood sugar balance, hormonal health, and energy levels without cutting out entire food groups.
Movement that works for your body, like strength training and cardio, to reduce inflammation and improve insulin sensitivity.
Supplements when necessary, chosen based on evidence—not marketing.
2️⃣ For Coaches:
How to tailor strategies to meet each client’s unique needs.
Why a weight-neutral approach often yields better long-term results.
How to avoid harmful myths and misinformation when supporting clients with PCOS.
If you’re a coach, trainer, or nutritionist serious about raising the standard of care for PCOS clients, join my December mini training. In just 20 minutes, I’ll teach you practical, evidence-based strategies to empower your clients and build your authority as a professional.
Save the date: 27th December at 11 a.m. with your morning coffee.
Save the date in your diary now, 27th December 11a.m. (just 20 minutes) with your morning coffee.
The Bottom Line: Women Deserve Better
The BBC exposé shone a much-needed spotlight on the exploitation happening in the PCOS space. From influencers selling overpriced, underwhelming supplements to platforms profiting off misinformation, the system isn’t set up to help women—it’s set up to profit from their pain.
If you’re navigating PCOS, remember:
Your body is not broken, and you don’t need to “fix” it with quick fixes or trendy solutions.
You deserve care that’s ethical, evidence-based, and tailored to your unique needs.
Be wary of anyone who profits from your insecurities. Your health is not a business opportunity—it’s personal.
And if you’re a coach or professional, it’s time to raise the standard.
Join my December mini training to learn how to support your PCOS clients with real, evidence-based strategies. Together, we can push back against misinformation and provide the care this community truly deserves.
Tomorrow, I’ll be back with the PCOS Florence Pugh article (yes, two days in a row—unusual for me, I know). But when today’s story broke, I couldn’t let it slide. Some things need addressing immediately, and this was one of them. Thanks for reading—and see you back here tomorrow.