US internet searches for vitamin A and cod liver oil spiked after federal health officials and anti-vaccine celebrities endorsed them—without evidence—to prevent and treat measles amid the 2025 outbreak, researchers wrote in JAMA Network Open this week.
A team led by scientists at Boston Children’s Hospital examined daily relative search fractions (RSFs) on Google for vitamin A and measles and cod liver and measles from January to June 2025, following government media statements promoting these unproven therapies.
“Vitamin A may be administered under medical supervision to support measles recovery, but it does not prevent measles and can be toxic if dosed incorrectly,” the authors wrote. “The same applies to cod liver oil, which contains high levels of vitamin A. Between January and March 2025, America’s Poison Centers reported a 38.7% increase in vitamin A exposures.”
Guidance unclear, distracted from proven treatments
Search interest in both vitamin A and cod liver oil was low until February 25, 2025. The RSF for vitamin A and measles rose to 44% on February 26, reaching 100% on March 22. This coincided with public statements promoting vitamin A as a measles treatment beginning on February 19. Similarly, the RSF for cod liver and measles peaked at 52.6% on March 5.
Our findings underscore media’s influence on health-seeking behavior during public health emergencies like the measles outbreak.
Search interest in vitamin A was, on average, 7.5 percentage points higher than the counterfactual estimate after the statements, while interest in cod liver oil was 1.3 percentage points higher.
Despite evidence from America’s Poison Centers that some Americans did act on the advice, the study couldn’t determine whether the surge in interest translated to use of vitamin A or cod liver.
“Our findings underscore media’s influence on health-seeking behavior during public health emergencies like the measles outbreak, which is particularly concerning when guidance from trusted sources is unclear and may encourage detrimental behaviors at the expense of essential public health measures,” the researchers concluded.