In a normal cold and flu season, you’d expect to see a few “immunity-boosting” products pop up in stores and in your social media ads. But this year, the immunity-boosting bandwagon has been packed.

On the cusp of a cold and flu season complicated by the coronavirus pandemic, companies, celebrities, and so-called wellness influencers are hawking drinks, shots, powders, patches, tablets, tinctures, teas, and more that claim to boost your immunity. The immune-boosting craze got a big push in May, when Tom Brady launched a $45, non-FDA-approved vitamin supplement (containing not just vitamin C and zinc, but fiber-rich larch tree extract and antioxidant-rich elderberry powder) that will allegedly “activate your immune system.”

That same month, a YouTuber posted a video to her 1.25 million subscribers recommending specific vitamins and supplements she believes will “help prevent the infection.” In April, an Instagram influencer posted an image promoting a new “Vitality Immune Booster” and another photo hawking gummies that “support a healthy immune system” to her 110,000 followers.

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