New Zealand health experts have issued a warning about the growing use of AI-generated weight-loss advice and unregulated products promoted on social media, after clinicians reported more patients seeking help following online purchases of capsules and supplements with unclear ingredients.
Dr Kieran Dang, Clinical Lead at telehealth provider Moshy NZ, said clinicians were seeing people who had followed online guidance without medical oversight. He linked the trend to seasonal demand for rapid results after the holiday period.
"I'm deeply concerned by the rise of unregulated weight-loss products being promoted on social media. 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," said Dr Kieran Dang, Clinical Lead, Moshy NZ.
Regulator alerts
Medsafe has flagged unapproved diet pills circulating in New Zealand that contain prescription medicines or controlled substances. The regulator has identified products that included sibutramine and phenethylamine. Medsafe links those substances to risks involving heart rate, blood pressure and heart valves.
Clinicians say the presence of undeclared ingredients creates a separate problem from the marketing claims attached to such products. Consumers often cannot verify the supply chain or manufacturing standards when they buy items through social platforms or informal online storefronts.
A New Zealand study published in 2024 examined dietary supplements and reported that higher-risk weight-loss products may include undeclared prescription drugs or excessive caffeine. The researchers said these products can result in people ingesting unknown substances.
AI advice
Dang also raised concerns about the role of AI tools that generate diet and weight-loss instructions. He said people treat AI-generated guidance as authoritative, even when it lacks clinical context or an understanding of personal medical history.
"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. It's important to recognise that credible weight-loss care needs proper medical oversight," said Dang.
Clinicians describe a mix of risks when patients combine products bought online with advice generated from general prompts. Doctors said the risks can increase when individuals take multiple supplements at once or mix stimulants with dietary restriction, without a review of existing conditions or medications.
Dang described January as a period when demand increases and online content becomes more persuasive. He said social media platforms amplify content that appears confident and definitive, even when it does not have medical input.
"January is when motivation is at its highest but also when people are most vulnerable to misinformation. What starts as a resolution to get healthy can quickly become a risk to your wellbeing," said Dang.
Verified sources
Dang said his concerns did not apply to all health information on social media. He distinguished between verified accounts that share evidence-based information and posts from unverified sources that focus on sales or rapid transformation claims.
"Social media can be a positive space when information comes from credible, medically verified sources. The danger lies with unverified accounts or AI-generated advice that appears trustworthy but has no clinical backing," said Dang.
Clinicians and regulators have focused increasingly on consumer behaviour that blurs the line between general wellbeing content and healthcare. Health professionals note that weight-loss advice can interact with underlying conditions such as hypertension and anxiety. They also note that some consumers do not disclose supplement use during consultations, which complicates diagnosis when adverse effects occur.
Telehealth context
Moshy operates as a telehealth platform and has expanded into New Zealand. The company said it plans to establish a locally based team of doctors and nurses. It said the service covers weight management and other areas.
Telehealth providers have grown rapidly across Australasia as demand increases for remote consultations. Providers position these services as a way for patients to access clinicians without attending a general practice in person.
Dang urged consumers to check regulatory status and seek clinical guidance before starting any programme that includes medication or supplements. He also cautioned against buying capsules and pills through social media channels.
"My message to anyone looking to lose weight this year is simple. Check that any medication is Medsafe-registered, avoid buying supplements or capsules through social media, and always seek guidance from a licensed healthcare professional," said Dang. "Safe and effective weight loss needs medical supervision. If something promises instant results or sounds too good to be true, it usually is," he added.
Moshy said it plans to expand its New Zealand services over the coming year to include dermatology, travel health and broader GP consultations.