Study Finds Half of Popular TikTok Videos About 'Food Noise' Mention Medications for Intrusive Food Thoughts

A recent analysis presented at the European Congress on Obesity (ECO25) in Malaga, Spain, reveals that nearly 50% of the top 100 TikTok videos discussing 'food noise' reference the use of medications, particularly anti-obesity drugs like glucagon-like peptide-1 receptor agonists (GLP-1RAs), to manage persistent obsessive thoughts about food and eating. Food noise is a term that has gained attention in media and clinical reports, describing obsessive preoccupations and rumination related to food, often leading to maladaptive eating behaviors.

The study highlights that TikTok has become a powerful platform for sharing experiences related to food noise, with many content creators, mostly women aged 30 or older and predominantly white, sharing how medications like semaglutide and tirzepatide have helped them control intrusive thoughts about food. Notably, 71% of videos were personal testimonies, and about 20% included health care professionals.

While TikTok offers a space for raising awareness and exchanging personal stories, experts caution that the high visibility of anti-obesity medications as solutions might mislead young viewers. The concern is that the distinction between normal hunger and food noise could be blurred, potentially impacting their relationship with food and promoting medication use for normal cravings.

Food noise has recently been defined as persistent food cue reactivity that triggers intrusive thoughts and unhealthy eating patterns. Interest in this phenomenon surged in 2023, peaking in April 2025, coinciding with the popularity of drugs like semaglutide and tirzepatide.

The researchers analyzed TikTok videos using the hashtag #FoodNoise, finding that these videos averaged over 1 million views each, with high engagement. Most depicted food noise negatively, emphasizing suffering and reduced quality of life, with half mentioning medications. Despite the influence of these videos, only 5% disclosed sponsorships, raising concerns about undisclosed promotional content.

The study underscores the need for further research to understand food noise beyond social media, including its impact on eating behaviors and mental health. It also calls for increased awareness of accurate information and responsible communication about the management of food-related intrusive thoughts.