BACKGROUND:
An ability to critique media images of bodies can protect against body image problems. Media literacy interventions have traditionally focussed on the thin ideal and eating disorder prevention. However, boys and men tend to be more concerned with muscularity, and are at greater risk of developing muscle dysmorphia. In this paper, we lay the foundation for efforts to develop more appropriate media literacy interventions by examining a concern raised by boys and men: their ability to determine which of the muscular men they see use image and performance enhancing drugs (IPEDs).

METHODS:
We draw on two qualitative data sets. The first consists of online ethnographic data collected from social media, forums and ethnographic interviews. The second consists of interview data collected during a project exploring the digital lives of boys and young men. All ethnographic and interview data were analysed thematically using NVivo software.

RESULTS:
Interviewees stated that determining whether muscular men are ‘natty’ (natural i.e. no use of IPEDs) or not (use IPEDs) is important. It is also important to the thousands of boys and men online attempting to expose ‘fake natties’ (men who lie about using IPEDs). ‘Fake natties’ are described as causing harm, including increasing the risk of muscle dysmorphia. In the absence of professional media literacy campaigns, boys and men attempt to develop and circulate their own strategies for recognising likely IPED use. We describe these so that professionals may consider them in their own media literacy interventions.

CONCLUSIONS:
Public health has (understandably) focussed on reducing the harms of IPEDs on the individuals who use them. However, it is now time for public health to consider the harms these drugs pose to boys and men who do not use them, and who could be protected from harm through more gender appropriate media literacy interventions.