Kratom is increasingly being pitched as a wellness product that purports to raise energy, sharpen focus, and enhance athletic performance.

The details: Some kratom companies have distributed free samples at gyms, sponsored sporting events, or used social media influencers and wellness podcasts to tout benefits. Some have recruited sobriety content creators or otherwise marketed their product as an alcohol alternative or addiction treatment.

Why it’s important: The marketing often fails to acknowledge potential risks of using kratom, including addiction, liver injury, seizures, and overdose.

• In many states, kratom remains widely available in gas stations, smoke shops, and online.
• Experts are concerned that many people trying kratom based on its wellness claims do not understand that it can be dangerous for some.

The stats: This is underscored by new survey data showing that few Americans are familiar with kratom or its derivatives.

• Two-thirds of Americans have never heard of kratom.
• Among those who had at least some familiarity, few understood the difference between its natural leaf form and the synthetic products.
• 66% of survey respondents were unsure if kratom products posed a serious public safety hazard.

Read more: They Tried Kratom for Its Purported Health Benefits, Then They Became Addicted; Most people haven’t heard of kratom. What is it, and who’s using it?