Samantha Ruth Prabhu, one of South India’s most influential film personalities, has drawn criticism for endorsing a dietary supplement that claims to boost energy, focus, and recovery by increasing NAD+ levels in the body through the compound NMN (Nicotinamide Mononucleotide). The actress, who recently became a co-founder of Gataca, the brand selling the product, promoted its benefits in an Instagram post, stating, “NAD+ declines with age, leading to lower energy, slower recovery, and reduced focus.”
However, the medical community, led prominently by Dr. Cyriac Abby Philips (known as The Liver Doc on social media), has refuted these claims, calling them misleading and scientifically unfounded. He condemned Samantha for being “science illiterate” and compared the marketing of such supplements to modern-day snake oil salesmanship.
A Broader Pattern of Health Misinformation?
This isn’t the first time Samantha has been called out for promoting questionable health practices. Last year, she faced backlash for endorsing hydrogen peroxide nebulisation a practice widely discredited by medical professionals as dangerous and ineffective. Dr. Philips had criticized her then as well, accusing her of leveraging her celebrity status to push unverified remedies.
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In the current instance, Dr. Philips emphasized the lack of quality clinical data supporting NMN’s efficacy, noting that the molecule has yet to pass Phase 2 trials. “Focus on the boring things that actually work diet, exercise, sleep, and avoiding alcohol and tobacco,” he advised followers, adding that consumers should prioritize science over celebrity endorsements.
When Influence Meets Responsibility
While Samantha has yet to respond to the latest criticism, her Instagram post defending the product emphasizes third-party testing, heavy metal screening, and microbial safety. She positions Gataca not merely as a supplement company, but as a brand “about the future of performance and longevity.”
The clash reflects a larger societal concern: where does celebrity influence end and public responsibility begin? In India, where actors command immense trust and social reach, endorsements particularly those involving health can significantly impact consumer behavior. Medical professionals argue that without scientific backing, such endorsements can mislead the public and promote unsafe or ineffective products.
As the debate unfolds, it underscores the importance of scientific literacy in the wellness industry and raises questions about regulatory oversight, influencer ethics, and the role of public figures in shaping health narratives. The outcome may well influence how Indian consumers—and celebrities—approach health-related content in the future.