The death of a 19-year-old woman in Madurai, allegedly linked to an online weight loss remedy, has renewed concerns over social media platforms becoming breeding grounds for misleading and potentially dangerous medical claims by self-styled practitioners.
Health officials say the incident underlines the urgent need for stronger digital monitoring and the formation of a state-level committee to regulate online health advertisements and act against unverified medical influencers.
## Social media an unregulated health marketplace
Officials from the health department said social media has increasingly turned into an unregulated marketplace where individuals claiming to be medical practitioners promote unproven remedies for conditions such as obesity, diabetes, kidney failure and sexual disorders.
“Tracking digital advertisements and identifying those behind them has become extremely challenging,” an official involved in pharmacovigilance said.
Between October 2019 and September 2025, authorities in Tiruchirappalli initiated action against 86 misleading online advertisements under provisions of the Drugs and Cosmetics Act and the Drugs and Magic Remedies (Objectionable Advertisements) Act, 1954, which prohibits false claims of cures for serious diseases.
## Enforcement struggles in the digital space
Officials noted that while State Licensing Authorities monitor physical advertisements and complaints of quackery are addressed under the Clinical Establishments Act, online platforms allow misleading content to spread far more rapidly than enforcement mechanisms can respond.
The Indian medicine department in Tiruchirappalli has stepped up awareness efforts by distributing pamphlets in hospitals, community centres and public spaces, cautioning people against consuming medicines or home remedies without professional consultation. Outreach programmes are also being conducted to encourage reporting of adverse drug reactions and misleading advertisements.
## Doctors warn against self-medication
Dr Sabari, a Siddha doctor, cautioned against following health advice from online videos. “People must not consume anything without consulting a qualified doctor. Even traditional medicines can be harmful if taken incorrectly or promoted without scientific evidence,” he said.
Public health experts stressed that coordinated digital monitoring, faster removal of misleading content and greater public awareness are essential to prevent further tragedies, particularly among young and vulnerable users seeking quick solutions.