Experts say a mythology has grown up around anabolic steroids, a myth fed by the importance that sports' governing bodies attach to testing for them. In evidence they cite the increased sales of steroids and supplements that usually follow the exposure of high-profile athletes who test positive for drugs, such as the British sprinter Dwain Chambers.
The phenomenon was most obvious when elite athletes began testing positive for nandrolone, a substance that boosts endurance.
"The stuff literally flies off the shelves [after a positive test]," said a warehouseman at one leading nutritional product manufacturer. "The public seems to believe that if it's good enough for the stars, then it's good enough for them."
"These positive tests are like product placement," said Dr Dawson. "Adidas pay David Beckham millions to wear their boots, but the drug manufacturers get their products placed for free every time there is a major competition. It would be naive to think each positive drugs test isn't an endorsement of sorts. It proves the product works.
"For the vast majority, however, they don't work. They put your health at risk yet there has become something sexy about steroids."