[Pack of Gum. Photo credit to Pixabay]

Recently, medical professionals have raised concerns about a new social media trend among teenage boys due to its potential health risks and the amplifying effect of social media on these dangers.

This trend—chewing specialized gum, which can cost up to four times more than regular chewing gum in pursuit of sharper jawlines—though may seem harmless, “can… damage a person’s mouth,” warns Dr. James Ruggiero.

While some gum companies reference scientific studies on chewing and jaw morphology, these studies often involve premises unlikely to apply to the mechanisms of jaw-shaping gum: for instance, companies may use studies that focus on the effect of gum chewing on bite strength rather than jaw shape, as well as one on rodents rather than human subjects.

Studies conducted on human subjects have revealed that excessive chewing can lead to a range of negative consequences, including “overstress, imbalance, and misalignment” of one’s temporomandibular joints (the muscles that connect jaws), muscles, and teeth.

The jaw is a delicate joint, and overuse or improper strain leads to chronic pain and difficulty with movement.

Though the negative consequences may not be immediately apparent, prolonged chewing can lead to “jaw pain and headaches” over time.

While substantial research highlights the potential risks and harmful consequences of these products, there is little to no scientific evidence to substantiate the efficacy or safety of these gum products.

In addition to the potential health hazards, experts are also concerned about the gaps in media literacy that young consumers of social media may have.

Social media significantly contributes to the popularity of trends like jaw-shaping gum notwithstanding unreliable evidence and potential health consequences.

Promotional content by manufacturers and social media influencers abound in youth-populated online platforms, claiming that repetitive chewing can define one’s jawline.

The majority of gum companies rely on advertisements by influencers, many of whom promote these products without disclosing that they are being paid to do so.

Influencers play a powerful role in shaping the perspectives and behaviors of young audiences, and many teens fail to recognize that their product recommendations are often financially motivated.

Many influencers use dramatic before-and-after comparisons to convince audiences, but what many people fail to recognize is, as medical professionals argue, that these transformations are often exaggerated by inorganic factors: strategic camera lighting or photo editing techniques.

The issue may be compounded by the design of social media platforms — particularly those featuring short, 15-second clips — which “targets its users for… malinformation”.

The fast-paced nature of these apps leaves little room for reflection and can negatively affect “young people’s ability to accurately judge and assess the information” they face in such platforms.

These characteristics make it easier for young people to be misled by content that may not be entirely authentic.

Given the lack of credible evidence supporting the reliability of jaw-shaping gum and the fact that many young users have several years until their jaws will naturally become fully developed, experts advise against using these products.