This article sets out to investigate the marketing of image and performance enhancing drugs (IPEDs) on the social media platforms Facebook and Instagram. Drawing upon a ‘connective’ ethnographic exploration of IPED use and supply, the paper first outlines a supplier typology on these platforms, before shedding light on the marketing strategies employed by sellers in order to overcome the inherent distrust of online sales and build a trustworthy brand. Techniques identified include athlete sponsorship, the sharing of bodybuilding fitspiration content, self-objectification, posting images showcasing transformation photos and customer feedback, and seasonal sales and promotions. Analysis encompasses the centrality of product branding, the overlaps between licit and illicit market advertising strategies, and the affordances of the platforms under study. Finally, conclusions relating to the implications of these findings to scholarship, policy, and regulation are offered.

本文旨在调查 Facebook 和 Instagram 社交媒体平台上形象和表现增强药物 (IPED) 的营销情况。基于对 IPED 使用和供应的“关联”民族志探索，本文首先概述了这些平台上的供应商类型，然后阐明了卖家为克服在线销售固有的不信任并建立值得信赖的品牌而采用的营销策略。确定的技术包括运动员赞助、共享健美健身内容、自我客观化、发布展示变形照片和客户反馈的图像以及季节性销售和促销。分析涵盖产品品牌的中心地位、合法和非法市场广告策略之间的重叠以及所研究平台的可供性。最后，提出了与这些发现对学术、政策和监管的影响有关的结论。