Fuelled by fitness and gym content online, more young men say they are turning to risky and illegal measures to enhance their appearances.

According to new reports, men in their 20s - or younger - have been encouraged to use steroids and other banned performance-enhancing substances in order to keep up with pressure to look a certain way.

Otago University Emeritus Professor David Gerrard says young men are just as vulnerable to being impacted by social media influencers as women - and there's pressure for them to keep up with standards.

"It's a culture that has unfortunately crept in - and it does seem to have its genesis in and around certain gymnasiums and the ambience that that creates."

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