Health
May 31, 2026
Nigeria's growing online trade in unverified herbal remedies, promoted through social media algorit…
The Rise of Nigeria's Digital Herbal Marketplace
In Abuja, Nigeria, Oke Bola thought a fertility supplement she found online might help her conceive. Instead, within days of taking it, she struggled to breathe. Her experience reflects a growing online trade in unverified herbal remedies promoted across social media platforms.
Bola, who is in her early 40s and has never had children, bought the supplement earlier this year and increased the recommended dosage, hoping for quicker results after hearing about it from friends and family. "I recognised the symptoms of asthma; the wheezing sound at night was familiar," she told Al Jazeera. "When I checked online, I realised it could be from the herbal medication."
Her experience is not isolated. Across Nigeria, doctors and pharmacists report a surge in social media-driven self-medication, particularly involving unverified herbal products. This trend is worsening health outcomes, delaying treatment, and adding pressure to an already strained healthcare system serving about 230 million people.
Nigeria's young, hyperconnected population increasingly uses digital platforms for health information and advice. But that access has also created what Dr Isaac Kolawole and Dr Fidelis describe as an "algorithmic apothecary" – an unregulated online marketplace where influencers and anonymous sellers promote remedies directly to consumers with little or no scientific backing.
Health Impacts of Unverified Herbal Remedies
Within this ecosystem, herbal remedies, long part of Nigeria's medical and cultural landscape, are increasingly repackaged as miracle cures, sometimes with dangerous consequences. Doctors report more patients arriving at hospitals only when their conditions have significantly worsened, often after prolonged use of unverified treatments.
A consultant nephrologist at the University College Hospital in Ibadan, Dr Yemi Raji, said herbal medicine continues to play a role in kidney disease cases in Nigeria. "When you take herbal medication, you are taking both the good and the bad," he said. "Patients often arrive late, when treatment is more difficult and expensive." Dialysis alone can cost between 50,000 and 100,000 naira ($36-72) per session, several times a week.
Studies link herbal use to kidney and liver disease cases across Africa, including findings that about 46 percent of liver disease admissions in one Nigerian hospital involved herbs or roots. A 2022 study found that 76.65 percent of participants had used herbal medicine, with more than a third combining herbal and conventional treatments while 82.44 percent did not inform their doctors.
The Algorithmic Amplification Effect
On a smartphone screen, relief is just a click away: fertility tonics, eye drops promising restored vision, syrups claiming to "flush out" disease. The advertisements are polished, persuasive and constant, woven into TikTok, Facebook, Instagram and X feeds.
"The platforms themselves amplify this effect," said Dr Egemba Chinonso Fidelis, a public health advocate known online as Aproko Doctor. "Their algorithms reward engaging content and push it to wider audiences." Even users who try to avoid such content often encounter it repeatedly, shaped by emotional storytelling, music and urgency-driven messaging.
A 2025 Nigeria-based study on Jinja Herbal Mixture found it appeared safe for short-term use within tested dosage ranges, but researchers recorded biochemical changes at higher doses, including altered creatinine and sodium levels in test subjects, signs of possible kidney and liver stress. The study called for further research into long-term effects and interactions with conventional medicines.
Regulatory Challenges in the Digital Age
The National Agency for Food and Drug Administration and Control (NAFDAC) says it is working to track unregistered manufacturers, but enforcement remains difficult, especially online. "With the sheer volume of products online, enforcement has limited reach," said Isaac Kolawole, the southwest zonal director of NAFDAC.
Many sellers use fake or incomplete addresses, making them difficult to trace. NAFDAC requires strict registration, testing and approval before herbal products can be sold or advertised, but regulation has not kept pace with online commerce.
Fidelis argued that stronger regulation alone is not enough. "If there are no consequences for lying about healthcare online, people will keep doing it," he said. He noted that scammers have even used AI-generated versions of his image to promote fake products. "Real medicine does not promise to cure everything, and it does not rely on countdowns," he added. "Scammers do."
Path Forward for Safer Digital Health
As Nigeria's digital economy expands, the intersection of technology and healthcare will only grow more complex. Fidelis stressed that access to affordable healthcare must improve, public trust must be rebuilt, and digital platforms must take responsibility for the health content they amplify.
Pharmacist Akinade Akinlolu noted that while conditions like diabetes and hypertension can be managed, online claims often suggest cures. "Economic pressure is also pushing people towards cheaper or 'miracle' alternatives," he added.
"Without stronger safeguards," Fidelis warned, "the algorithmic apothecary will continue to grow and put more people at risk." The challenge for Nigeria's healthcare system is to harness the power of digital platforms while ensuring they promote evidence-based care rather than potentially harmful alternatives.