bySanjukta Mondal, Medical Xpress

Internet searches for vitamin A and cod liver oil related to measles spiked after media statements promoted their use. Credit: Luca Sammarco / Pexels

There can be too much of a good thing, and that has been the case with Vitamin A in the U.S.. Arecent studyinJAMA Network Openhas found that between January and March 2025, America's Poison Centers reported a 38.7% increase in vitamin A exposures during the measles outbreak across many states.

While it is not unusual for people to reach for acetaminophen (Tylenol) or ibuprofen to relieve fever or pain, the sudden interest in vitamin A in response to the measles outbreak was neither expected nor evidence-based, as it does not prevent measles. So what led to this uptick in search?

The researchers found that the surges coincided with two key events: the first of several media statements promoting vitamin A as a measles treatment on February 19, 2025, and comments by Dr. Suzanne Humphries on the hugely popular The Joe Rogan Experience podcast, where she promoted vitamin A and cod liver oil as treatments for measles. Misinformation, especially in a world that is chronically online, often spreads like wildfire.

National Search Trends Time Series for Measles-Related Vitamin A Search Terms. Credit:JAMA Network Open(2026). DOI: 10.1001/jamanetworkopen.2026.15013

Back from eradication

Measles, also known as rubeola, is a viral disease that causes a high fever, cough, runny nose, red eyes, and a widespread rash. It spreads through the air when an infected person coughs or sneezes, and the virus can remain airborne for up to two hours after they leave the room. Measles can also cause serious complications, including pneumonia, brain swelling, and even death, particularly among young children and people with weakened immune systems.

Measles was once a common childhood illness, but thanks to vaccination, an estimated 59 million deaths from measles between 2000 and 2024 were prevented. The U.S. successfullyeradicated the diseasein 2000, and the 2025 measles outbreak has been the largest since then. The reluctance to vaccinate children against the disease is a major reason for the resurgence.

Along with hesitancy, interest also grew in alternative methods to prevent the disease, such as vitamin A and cod liver oil. Vitamin A is essential for good vision, skin, hair, and immunity, and can support recovery from measles when used under medical supervision. However, it does not prevent infection, and—when taken inexcessive amounts—can lead to nausea, headaches, dizziness, and liver damage.

Bayesian Interrupted Time Series of Search Trends for Vitamin A and Cod Liver Oil During Media Coverage. Credit:JAMA Network Open(2026). DOI: 10.1001/jamanetworkopen.2026.15013

Swaying search trends

Previous studies have established how social media and online trends can have an impact on public health concerns and behaviors. So, the researchers investigated what people were searching for on the internet and compared what was being said in the media. They input keywords such as "vitamin A measles" and "cod liver measles" in Google Search Trends to see how often people in the U.S. searched for the terms between January and June 2025. Alongside this, they closely monitored press coverage, online mentions and social media statements on the topics.

The researchers found that interest in vitamin A and cod liver oil surged after public figures and government officials began promoting vitamin A. Searches for vitamin A rose 7.5 percentage points above expected levels, while searches for cod liver oil increased by 1.3 points. At the same time, poison centers reported a significant rise in exposure to dangerous amounts of vitamin A, most of them involving children.

The findings provide a clear example of how quickly media messaging might shape health-seeking behavior during public health crises such as measles outbreaks. Misinformation about health can have lasting impacts on a person's life, which calls for prompt attention and debunking by public health officials.

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Publication details Anne Christine Bischops et al, Internet Searches for Vitamin A and Related Media Statements During the 2025 US Measles Outbreak, JAMA Network Open (2026). DOI: 10.1001/jamanetworkopen.2026.15013 Journal information: JAMA Network Open