Why does stigmatization fail to prevent elite athletes from doping? A qualitative study among competitive bodybuilders

Background: Despite stigma being commonly identified as a deterrent in doping in sports, a high prevalence of doping is reported amongst competitive bodybuilders, which may be related to social validation. This study aims to explore the doping experience of competitive bodybuilders, specifically under the influences of stigmatization and social validation. Methods: : Twelve bodybuilders with lived doping experience engaged in individual, face-to-face, semi-structured interviews in Hong Kong from January to March 2023. The interviews were audiotaped, transcribed verbatim and analyzed using an Interpretative Phenomenological Analysis approach. Results: The following themes were constructed: 1) the insignificance of stigma to prevent doping; 2) reinforcement of doping through social validation; 3) doping as a cultural norm in competitive bodybuilding; and 4) insufficient deterrence from anti-doping policy. Conclusion: : This study provides important insight, as stigmatization and social validation interact, especially under the influence of a doping culture and anti-doping policy. The experiences of competitive bodybuilders provide insight into effective anti-doping strategies by addressing moral disengagement with culturally sensitive approaches.