Vitamin A is a vital nutrient essential for good health. It supports clear vision, boosts the immune system, and promotes proper growth and development.
Most individuals obtain sufficient vitamin A through foods like carrots, sweet potatoes, eggs, dairy products, and leafy greens. In certain medical conditions, healthcare providers may recommend vitamin A supplements.
However, a recent study indicates that heightened interest in vitamin A during the 2025 measles outbreak in the U.S. may have caused some people to consume excessive amounts, leading to a sharp rise in calls to poison control centers.
The study, published in JAMA Network Open, revealed a nearly 39% increase in reports of vitamin A exposure to U.S. poison centers from January to March 2025. Experts think this surge was driven by widespread online chatter and media claims suggesting that vitamin A could be used to treat or prevent measles.
Measles is a highly contagious viral illness that spreads through the air when an infected person coughs, sneezes, or even breathes. The virus can linger in the air for up to two hours after an infected individual leaves a space.
Common symptoms include high fever, cough, runny nose, red eyes, and a widespread skin rash. In some cases, measles can cause serious complications such as pneumonia, encephalitis, hearing loss, and even death.
Before the widespread use of vaccines, measles infected millions of children globally each year. Public health efforts have prevented around 59 million measles-related deaths worldwide from 2000 through 2024.
The U.S. declared measles eliminated in 2000, meaning the virus was no longer circulating continuously within the country. Yet, recent years have seen outbreaks reemerge, mainly due to declining vaccination rates in certain communities.
During the 2025 outbreak, interest in alternative measles prevention and treatment methods grew. Researchers identified two main events that fueled much of this curiosity about vitamin A.
One involved public statements promoting vitamin A as a treatment for measles, while 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 potential remedies for the disease.
To evaluate how these messages affected public behavior, researchers analyzed Google search trends across the U.S. from January to June 2025. They looked at keywords like “vitamin A measles” and “cod liver oil measles,” along with media coverage, social media activity, and public statements related to these topics.
The findings showed a sharp increase in online searches for vitamin A and cod liver oil following these discussions. Search activity for vitamin A surged well beyond normal levels, and interest in cod liver oil also grew significantly.
Meanwhile, poison control centers reported a notable rise in vitamin A exposure cases, many involving children. Excess vitamin A intake can be dangerous because the vitamin gets stored in fatty tissues and the liver. Unlike some vitamins that are expelled through urine, vitamin A can accumulate in the body over time.
Symptoms of vitamin A overdose include nausea, vomiting, headaches, dizziness, blurred vision, and skin issues. Severe toxicity may result in liver damage, bone abnormalities, or increased intracranial pressure. Young children are especially vulnerable since smaller amounts can cause toxic effects.
It’s important to understand that vitamin A does have a role in managing measles in medical settings. In severe cases, particularly in children deficient in vitamin A, doctors may prescribe controlled doses to aid recovery. Nonetheless, vitamin A is not a substitute for vaccines or a preventative measure against measles.
This study illustrates how quickly health-related information can spread online and influence people’s choices. It highlights the impact of social media, podcasts, and news coverage on public health decisions during outbreaks.
If you’re interested in nutrition, consider reading studies suggesting vitamin D can help lower inflammation, and that vitamin K could cut your risk of heart disease by a third.
For more health insights, check out recent research on foods that may sharpen cognitive function, as well as findings indicating that certain cooking methods could increase the risk of vision problems.
Source: JAMA Network Open.