If your TikTok algorithm has been serving you up warnings against drinking oat milk, you’re not alone. Right now, videos with titles like “The truth about oat milk,” “Oat milk is toxic,” and “Oat milk is a scam” have hundreds of thousands of views on the popular social media app. And Oatly, the Swedish dairy-free brand that invented oat milk, has had enough.
On its website Fck Oatly (which is dedicated to covering all of the negative press that surrounds the brand), Oatly refers to many of the viral social media posts that warn people away from its products. “This sad exchange comes about because the internet is full of ‘amateur nutritionists,’” claims Oatly. “Aka people who make catchy TikTok videos and Twitter threads slamming Oatly’s ingredients.”
There is indeed a sea of nutrition advice on TikTok, much of which, research suggests, is not actually…