Exploring the content and claims of oral dietary supplement postings on Instagram: a cross-sectional analysis

Oral dietary supplements (ODS) are widely promoted on social media, but little is known about how they are presented in informal or user-generated Instagram postings. This study aimed to analyse the types of information and claims shared in Instagram posts related to ODS, focusing on ingredients, claimed benefits, safety information, usage instructions, and marketing strategies. A descriptive cross-sectional content analysis was conducted on Instagram posts identified using the hashtag #supplementmalaysia. The first 300 publicly available posts were screened using predefined inclusion and exclusion criteria, yielding 23 unique ODS products. Each post was analysed using a structured data extraction form to identify ingredient types, claimed benefits, safety disclosures, and marketing techniques. Minerals, herbs, and fibres were the most common ingredients (each 43.48%). Many posts included disease-related claims such as diabetes (21.74%) and heart disease (17.39%), while 73.91% promoted beauty enhancement, and 65.22% performance improvement. Only 26.09% included precautionary statements and 4.35% mentioned side effects, highlighting limited safety information. More than three-quarters (78.26%) presented the product as an easy solution to multiple health problems, often using testimonials and emotional imagery as persuasive tools. In conclusion, many Instagram posts promoting ODS frequently contain health and aesthetic claims with minimal safety information, relying heavily on persuasive and emotive marketing strategies. These findings underscore the need for stronger content regulation, improved public digital health literacy, and enhanced oversight of ODS promotion on social media platforms.