HEALTH INFLUENCERS AND OTC SELF-MEDICATION AMONG YOUNG ADULTS: A NARRATIVE REVIEW

Abstract

Young adults often use social media to find health information. Health influencers are now common sources of advice about symptoms, medicines and self-care. This can improve access to information. It can also expose users to unsupported claims, paid promotion and inappropriate medicine use. This narrative review examines how influencer content may affect over-the-counter (OTC) self-medication among young adults. The paper takes in consideration the policy implications within the Indian subcontinent to review the rules and guidelines in relevance and fast changing context. This paper unpacks the patterns of information-seeking young adults on digital health, rise of health influencers on social platforms and the opportunities and risks linked to influencer-driven communication. From a policy point of view, the paper examines Indian regulations on medicines, advertising, consumer protection and professional conduct addressing emerging regulatory gaps. Direct evidence of changes in OTC medicine use remains limited. Clearer rules for digital promotion, better disclosure of paid content and stronger digital health literacy may help young adults make safer decisions about OTC medicines.