The best way into this sort of conversation is by acknowledging their interest rather than dismissing it. Pharmacy teams can explain that the body already produces a natural form of these peptides itself, but that taking more of a hormone-like signal from an unregulated synthetic source is not the same as giving the body something it is short of. It is also worth pointing out that almost none of the peptides being promoted online are licensed medicines in the UK: under the Human Medicines Regulations 2012, any product sold with a claim to treat, prevent or improve a health condition needs a marketing authorisation from the MHRA, and the vast majority of ‘research’ peptides do not have one.

The next step is to help customers work out safe and legitimate ways to reach their health and fitness goals, as well as explaining how the pharmacy can support them to get there. Someone whose goal is muscle recovery may simply need better sleep, adjusted protein intake and rest days. Someone interested in skin firmness could be pointed towards topical, evidence-supported ingredients such as retinoids or vitamin C. And those exploring weight loss may be suitable candidates for a licensed, prescription-only GLP-1 medicine, discussed properly with a pharmacist or their GP, rather than an unregulated injectable bought from a website.