In recent times, but especially within the past two years, there has been an increased concern about the rising prevalence of particular toxic misogynistic “influencers” online. The emergence of problematic “guru”-branded content creators is not a new phenomenon within the self-help industry, but the scale of certain clusters of harmful figures has been identified as a distinct challenge for parents, educators, researchers, as well as young people navigating key developmental life stages (Roberts and Wescott, 2024). In this report, the phenomenon of one such figure – Andrew Tate – will be addressed to contextualise relevant ongoing work on prosocial approaches to positive and healthy masculinity for boys within The Observatory project at the Anti-bullying Centre.