Cults tend to arise at times of insecurity. During the decline of the Roman Empire, many joined the secretive cult of MithrasA Roman religion or cult centred on the god Mithras. There was a system of seven grades of initiation. . As the Industrial RevolutionA period of sudden, rapid industrialisation that transforms a country from an agricultural to an industrial economy. turned people's lives upside-down, thousands joined the cult of Joanna SouthcottA self-described religious prophetess from Devon, England. In 1814, at the age of 64, she claimed she was pregnant with then new Messiah. She had about 100,000 followers. , a 64-year-old woman claiming to be pregnant with the new messiah.

Today, the story goes, insecurity around gender roles is driving men into a new cult, run by infamous influencer Andrew Tate.

Many hoped his arrest in RomaniaA southeastern European country with a population of 19 million. last year would dampen his influence. It has had the opposite effect. This week he appeared in an interview with US journalist Tucker CarlsonAn American conservative broadcaster and TV show personality. He is best known for his former show on Fox News. , and his fans made it shoot up to 107 million views.

Experts agree that Tate's ideas are harming women. Polls have found that more than a quarter of men aged 18 to 39 agree with his extreme, misogynisticStrong and deeply ingrained prejudice against women.  views.¹ And that has begun to bubble over into the way they treat the women in their lives. For example, teachers report more and more male students saying sexist things to them.

But many also believe his ideas are harmful for his target audience: men, especially young men.

They say his band of followers looks a lot like a classic cult. He makes men feel anxious and angry by talking constantly about how hard things are for them today. Then he markets himself as their saviour.

The more they get sucked into his circles, the more they absorb extreme views that isolate them from friends and family. That makes them more and more reliant on the community that Tate provides.

And his teachings, they say, are also harmful. Tate's mantraA phrase that is often repeated, like a motto. The word comes from a Sanskrit term referring to a sacred utterance. is personal success, measured in the crudest terms: money, fast cars, beautiful women. No matter that he has only a tenth of the money he claims and does not actually own the cars in his videos.²

To become an alpha male like him, he advises men to set up businesses and take every opportunity to make money. And if they pay £40 a month to subscribe to his "The Real World" online courses, he will tell them how to do this.

At the start of the course, he tells them: "You are the only person who can make this work. And you are also the only person who can [mess] this up".

And that, say his critics, is the sting in the tail. Tate tells men they can be everything he is. But if they do not become multimillionaire alpha malesDominant and influential male members of their social group. , it is their own fault. They just did not have it in them.

But, experts suggest, Tate's advice actually sets them up to fail.

Tate tells them to make money from online businesses. But up to 90% of online businesses fail within four months.³

He tells them women want strong, assertive, protective men who can offer them financial security. But when asked by surveys, women say something very different. Nine in every 10 women say they most want partners who are kind and supportive. Less than 45% say money is important.⁴

And when they find themselves in the ruin of their business, having alienated all the women in their lives, Andrew Tate will tell them their failure is their own fault.

Yes: Andrew Tate exploits vulnerable young men for money. The advice he gives them is not only worthless for real life, but likely to isolate them from friends and family - so he can exploit them even more.

No: Tate is a symptom, not a cause. He is taking advantage of the fact that life has genuinely become more of a challenge for men. We have to give them a better role-model.

Or... The men who follow Tate are people who are disappointed that women are now treated as people, because it means they can no longer expect to have everything handed to them on a plate. They deserve all they get.