By Rachel Lankester
A major new study published in BMJ Open has cast a harsh light on the information women are finding online about menopause hormone therapy (MHT, also called HRT). The results are shocking – and they highlight a serious problem with the way menopause is being discussed and marketed online today.
A flood of misinformation
The researchers analysed the most visible online content about HRT in the UK – looking at 180 top posts recommending or making claims about hormone therapy across six social media channels Facebook, Instagram, TikTok, YouTube, Twitter/X and Google.
The research focused on UK social media. But given the intrinsic nature of social media, the influence of these sources is potentially global. These are the places many women turn to when they’re looking for answers about their changing bodies in midlife.
Conducted through 2022, 2023 and up to May 2024, and published in the August 2025 edition of the British Medical Journal, the survey found:
- In 117 cases, there was a conflict either directly or indirectly related to menopause, through provision of private practice, pharmaceutical industry funding or retail products marketed at the menopause.
- 93% of the major content creators had direct or indirect conflicts of interest. The majority of people giving advice had something to sell – whether private clinic services, supplements, coaching, skincare, or even links to pharmaceutical companies.
- Just 1 in 3 creators out of that 93% stated their conflict of interest.
- More than 75% of media surveyed had a commercial conflict.
- More than half of those involved in the survey were professionals, including doctors.
- 67% of posts were misleading. Two out of three claims about HRT went beyond what is recommended in official guidance from NICE (National Institute for Health and Care Excellence) and the BNF (British National Formulary), which guide safe prescribing.
- Independent voices were almost invisible. Less than 1 in 6 sources were free of commercial interests. Yes, NHS guidance does exist online, but it’s drowned out by content from people and companies with a financial stake in promoting HRT.
Put simply, women are being bombarded with marketing dressed up as medical advice.
The “miracle cure” narrative
The study catalogued the types of claims being made – and it reads like a wishlist of everything women in midlife might want:
- protection against dementia and heart disease
- renewed energy and motivation
- better skin and hair
- easier weight loss and improved mood
- sharper memory and reduced anxiety
Who wouldn’t want all that? But here’s the catch: none of these claims are backed by NICE or BNF guidance.
Official recommendations are clear: hormone therapy is for managing certain menopausal symptoms – things like hot flushes, night sweats, vaginal dryness, low libido (where other treatment hasn’t worked), and sometimes mood changes linked directly to menopause. That’s it.
It is sometimes prescribed preventatively to protect bones and heart from fewer years of estrogen in the case of early menopause – as was the case for me, having been given a diagnosis of early menopause at 41. But not for women going through natural menopause. At MenoClarity, we think it is important to stick to official guidance.
Yes, hormone therapy can be transformative for some women. But it is not a wonder drug that will keep us young, slim, and disease-free. In fact, NICE and BNF also highlight the risks: breast cancer, stroke, thrombosis, and cardiovascular disease – risks that depend on the type of hormone therapy, the dose, and when it’s started.
These risks are less than previous studies may have suggested, but are still present and are well-documented. Ultimately, because formulations change and we don’t have long-term data for each one, we still don’t know what the long-term risks could be. But on social media risks are often downplayed, or worse, completely ignored.
Why this matters so much
This isn’t just an abstract debate about guidelines. It has real-world consequences.
Most women reach midlife with very little preparation for menopause. When symptoms hit, they’re often left to figure things out on their own. Social media can feel like a lifeline – a place where others are sharing experiences and offering solutions. But if the loudest voices are also the most commercially motivated, women aren’t getting genuine support – they’re being marketed to.
That’s particularly harmful when women are already vulnerable, anxious, and desperate for relief. False promises can lead to over-prescribing, disappointment, wasted money on unnecessary products, and even avoidable health risks.
It’s also a betrayal of trust. Many influencers and even some professionals present themselves as champions of women’s health — while quietly profiting from the advice they’re giving.
What needs to change
The researchers are clear: something has to be done. Here are some important starting points:
- Make evidence-based guidance more visible. Reliable information from the NHS, NICE, and independent experts needs to rise above the noise online. If women search for HRT, these should be the first results they see.
- Shine a light on conflicts of interest. Anyone giving health advice should be upfront about whether they profit from that advice. If a clinic, supplement, or book* is being sold, we should know about it.
- Reframe the conversation. Menopause isn’t a sales opportunity. It’s a stage of life that deserves honesty, balance, and compassion. We need to move away from ideology, fearmongering, and commercial hype – and towards science, nuance, and respect.
The truth women deserve
The reality is this: HRT can be hugely beneficial for managing some menopausal symptoms. For some women it’s life-changing. But it’s not suitable for everyone, it’s not risk-free, and it’s definitely not a cure-all.
Women deserve the truth – the full truth. At MenoClarity we believe women deserve access to clear, balanced, independent information so we can all make informed choices about our bodies and our health. Not glossy promises. Not marketing agendas. And certainly not a return to the days when women were told hormone therapy was the fountain of youth.
Until online platforms, policymakers, and even some advocates step up, women will have to tread carefully. If you see someone promising that hormone therapy will solve everything from memory lapses to weight gain, it’s almost certainly too good to be true.
Menopause is a natural life stage. It deserves honest conversation and trustworthy guidance – not misinformation, not profiteering, and not false hope.
*Disclosure: The author has a book to sell about menopause and calls herself a midlife mentor.