The “Feel Free” Fallout: How a TikTok Trend is Exposing the Wild West of Herbal Supplements
A seemingly innocuous request at a Texas Circle K – a teenager asking a stranger to buy him an herbal shot – has ignited a firestorm of concern over the rapidly growing popularity of “Feel Free,” a drink containing kratom. What began as a viral TikTok recounting a strange encounter has quickly morphed into a widespread warning about addiction, withdrawal, and the largely unregulated market for alternative wellness products. But this isn’t just about one drink; it’s a harbinger of a larger trend: the increasing accessibility and aggressive marketing of potent herbal substances with potentially dangerous consequences, and a regulatory system struggling to keep pace.
The Allure and the Risk of Kratom
Feel Free, launched by Botanic Tonics in 2020, combines kava root – known for its relaxing properties – with kratom, a Southeast Asian plant with a complex pharmacological profile. While proponents tout kratom for pain relief, anxiety reduction, and even opioid withdrawal support, the FDA declared it an opioid in 2018 and has been actively attempting to curb its spread. The core issue? Kratom’s dual action as both a stimulant and an opioid-like substance creates a significant risk of dependence and addiction.
Dr. Robert Levy, an addiction medicine expert at the University of Minnesota Medical School, explains, “I’ve seen [kratom addiction] and treated it many times.” The stories are harrowing. John, a South Carolina resident with eight years of sobriety, relapsed after trying Feel Free, ultimately losing his job, depleting his retirement savings, and resorting to theft to feed a $30,000 habit. His experience, shared on TikTok, is just one of thousands surfacing online, fueling a growing movement to raise awareness about the dangers of the drink.
Beyond Feel Free: A Broader Trend of Accessibility
The Feel Free case isn’t isolated. It highlights a broader trend of readily available, potent herbal supplements marketed with claims that often outpace scientific evidence. The ease of access – available in gas stations, convenience stores, and online – coupled with aggressive marketing tactics, particularly on social media, is creating a perfect storm for potential addiction and harm. This accessibility is particularly concerning for individuals in recovery, as Dr. Levy points out: “A recovering addict’s brain…can trigger addiction to come back. You’re playing with fire.”
The Role of Social Media and Viral Marketing
TikTok, in particular, has become a double-edged sword. While platforms like TikTok have amplified warnings about Feel Free, they also initially facilitated its rapid spread. The viral nature of the platform allows trends – and potentially harmful products – to gain traction quickly, often bypassing traditional regulatory scrutiny. The initial TikTok video by Misha Brown, garnering over 23 million views, is a prime example of how quickly awareness – and concern – can spread.
Regulatory Challenges and the Future of Herbal Supplements
The current regulatory landscape surrounding kratom and similar substances is fragmented and inadequate. While five states have banned kratom outright, it remains federally unregulated. This lack of oversight allows companies like Botanic Tonics to operate in a gray area, facing minimal accountability for misleading marketing or adverse events. The $8.75 million class-action settlement against Botanic Tonics, stemming from claims of failing to warn consumers about kratom’s risks, is a step in the right direction, but it doesn’t address the systemic issues.
The FDA recently recommended classifying 7-OH, a potent chemical compound found in kratom, as a Schedule I substance, mirroring the classification of heroin. However, this move faces resistance from kratom advocates who argue that plant-based kratom is distinct from synthetic 7-OH. This debate underscores the complexity of regulating a substance with both potential benefits and significant risks. The FDA’s full statement on 7-OH can be found here.
What’s Next? Increased Scrutiny and Potential Bans
The growing public outcry and mounting evidence of harm are likely to lead to increased regulatory scrutiny of kratom and similar herbal supplements. We can anticipate further state-level bans, stricter labeling requirements, and potentially even federal regulation. However, a complete ban may prove difficult, given the established user base and the advocacy efforts of kratom proponents. A more likely scenario is a tiered system of regulation, with stricter controls on potency, purity, and marketing claims.
The case of Feel Free serves as a stark reminder of the need for greater consumer awareness and a more robust regulatory framework for the herbal supplement industry. As consumers increasingly turn to alternative wellness solutions, it’s crucial to approach these products with caution, skepticism, and a thorough understanding of the potential risks. What steps will regulators take to protect consumers from the next viral wellness trend? Share your thoughts in the comments below!
