Vitamin A is an essential nutrient that plays an important role in human health. It helps maintain healthy vision, supports the immune system, and contributes to normal growth and development.
Most people get enough vitamin A from foods such as carrots, sweet potatoes, eggs, dairy products, and leafy green vegetables. In some medical situations, doctors may also prescribe vitamin A supplements.
However, a new study suggests that growing interest in vitamin A during the 2025 measles outbreak in the United States may have led some people to take too much of the nutrient, resulting in a significant increase in calls to poison centers.
The study, published in JAMA Network Open, found that reports of vitamin A exposure to America’s Poison Centers increased by nearly 39% between January and March 2025. Researchers believe the rise was linked to widespread online discussions and media statements suggesting that vitamin A could be used to treat or prevent measles.
Measles is a highly contagious viral disease that spreads through the air when infected people cough, sneeze, or even breathe. The virus can remain in the air for up to two hours after an infected person leaves an area.
Symptoms typically include high fever, cough, runny nose, red eyes, and a widespread skin rash. In some cases, measles can lead to serious complications such as pneumonia, brain inflammation, hearing loss, and even death.
Before vaccines became widely available, measles infected millions of children worldwide every year. According to public health experts, vaccination programs have prevented an estimated 59 million measles deaths globally between 2000 and 2024.
The United States declared measles eliminated in 2000, meaning the disease was no longer spreading continuously within the country. However, outbreaks have returned in recent years, largely because vaccination rates have declined in some communities.
During the 2025 outbreak, public interest in alternative approaches to measles prevention and treatment increased. Researchers found that two major events appeared to drive much of the interest in vitamin A.
One was a series of public statements promoting vitamin A as a treatment for measles. The other was an appearance by Dr. Suzanne Humphries on The Joe Rogan Experience podcast, where vitamin A and cod liver oil were discussed as treatments for the disease.
To understand how these messages influenced public behavior, researchers analyzed Google search trends in the United States between January and June 2025. They examined search terms such as “vitamin A measles” and “cod liver oil measles.” They also tracked media coverage, social media discussions, and public statements related to these topics.
The results showed that internet searches for vitamin A and cod liver oil rose sharply after public discussions promoted these products. Searches for vitamin A increased well above expected levels, while interest in cod liver oil also rose significantly.
At the same time, poison control centers recorded a substantial increase in reports involving vitamin A exposure. Many of these cases involved children. Excessive vitamin A intake can be harmful because the body stores the vitamin in fat tissues and the liver. Unlike some vitamins that are easily removed through urine, vitamin A can build up in the body over time.
Symptoms of vitamin A toxicity can include nausea, vomiting, headaches, dizziness, blurred vision, and skin changes. In severe cases, excessive intake may cause liver damage, bone problems, or increased pressure inside the skull. Young children are particularly vulnerable because smaller amounts can produce toxic effects.
It is important to note that vitamin A does have a role in measles treatment under medical supervision. In some severe cases, especially in children who are deficient in vitamin A, doctors may prescribe carefully controlled doses to support recovery. However, vitamin A is not a vaccine and does not prevent measles infection.
The study highlights how quickly health information can spread online and influence public behavior. Researchers say the findings provide a real-world example of how public discussions, social media content, podcasts, and news coverage can affect health decisions during disease outbreaks.
If you care about nutrition, please read studies that vitamin D can help reduce inflammation, and vitamin K may lower your heart disease risk by a third.
For more health information, please see recent studies about foods that could sharp your brain, and results showing cooking food in this way may raise your risk of blindness.
Source: JAMA Network Open.
