A Danish bodybuilder faces formal complaints for allegedly promoting illegal performance-enhancing drugs online through social media and personal training programs, renewing debate about influencer accountability and doping culture in Denmark.
Digital Watchdog Files Complaint
The organization Digital Responsibility has filed complaints with both the Danish Medicines Agency and the Consumer Ombudsman against bodybuilder Jonathan Bidstrup. They argue that he has promoted or linked to illegal steroids and other doping substances on social media.
The group’s complaint follows earlier criticism of both Meta and Bidstrup for allowing paid ads promoting a so-called “steroid guide” on Instagram. The guide detailed which substances beginners should use and in what amounts. Meta eventually took down his main profile, but Bidstrup soon created a new account under a slightly altered name.
Regulators Now Involved
According to Digital Responsibility, the new profile contains links to websites resembling online pharmacies known to sell banned doping substances under Danish law. The watchdog calls this clear evidence of promoting illegal products.
The Danish Consumer Ombudsman oversees advertising and consumer protection laws and can prohibit misleading or illegal marketing. Meanwhile, the Medicines Agency can investigate and stop the sale of unapproved drugs. Both bodies have been asked to review the case and determine whether Bidstrup’s activities violate Danish advertising or pharmaceutical laws.
Persistence Despite Account Closure
Even though Meta shut down his first account following media inquiries, Bidstrup quickly launched a new one. The new profile again referred users to external sites where they could purchase substances listed under the “Act on the Prohibition of Certain Doping Substances.”
Critics argue this shows a disregard for the platform’s rules and Danish law. On his own website, he also mentions offering one-on-one training programs that include advice on using performance-enhancing drugs, often referred to as PEDs. These practices have put him at the center of growing scrutiny from both regulators and the fitness community.
Why It Matters for Social Media Oversight
Influencers have become powerful marketing voices in Danish fitness culture, but cases like this highlight the gray area between fitness advice and illegal promotion. Anti-doping organizations in Denmark warn that even seemingly “informational” content can normalize dangerous substance use among young gym-goers.
Surprisingly, Meta only removed Bidstrup’s initial profile several days after being contacted by journalists, illustrating the platform’s difficulty in controlling illegal or unethical promotions in real time. The company states that its community guidelines prohibit any content marketing or encouraging drug sales, but enforcement often relies on external reports.
Public Reaction and Industry Impact
The case has triggered concern across Denmark’s fitness world. Many gym owners and coaches fear that young people might mistake Bidstrup’s openness about steroid use for professional endorsement. Others, however, believe that open discussion could help reduce stigma and improve harm reduction awareness.
Meanwhile, the ongoing investigation could influence how Danish regulators approach similar issues with influencers in the future. If enforcement steps are taken, it may set a precedent for stricter controls on sponsored fitness content across platforms.
Broader Context in Danish Fitness Culture
Beyond this individual case, Denmark has been facing rising concerns over doping in gyms. Fitness experts note that social media pressure has made performance-enhancing drugs more accessible, often blurring the line between legal supplements and illegal products.
Resources highlighting safe and transparent training facilities, such as the best gyms in Denmark for foreigners, increasingly emphasize anti-doping policies as a mark of trust. As the Bidstrup case unfolds, it underscores the urgent need for oversight and education amid a growing market of online fitness influencers.
Sources and References
The Danish Dream: Danish Fitness Influencer Under Fire for Promoting Steroids Online
The Danish Dream: Best Gyms in Denmark for Foreigners
DR: Kontroversiel bodybuilder anmeldt for at linke til ulovlige dopingmidler
