Abuja, Nigeria – Oke Bola thought a fertility supplement she found online would help her get pregnant. Instead, she began experiencing breathing problems a few days after starting to take it. Her experience reflects the growing online trade in unverified herbal remedies advertised on social media.
Bola (not her real name), who is in her early 40s and has never had children, said she bought the supplement earlier this year and increased the recommended dosage, hoping for faster results after hearing about it from friends and family.
«"I recognized the symptoms of asthma; the wheezing at night sounded familiar," she told Al Jazeera. "When I researched it online, I realized it could be due to herbal medications.".
Bola said her symptoms subsided after she stopped taking the medication. Without consulting a doctor, she assumed the reaction was due to incorrect dosage and resumed using the medication as directed.
A product called Jinja Herbal Mixture is marketed as having antioxidant, anti-inflammatory and antimicrobial properties.
A 2025 study conducted in Nigeria, titled "Toxicological Evaluation of Ginja: A Local Herbal Mixture," found that it appears safe for short-term use within the tested dosages, partially supporting its traditional use. However, the researchers also recorded biochemical changes at higher doses, including changes in creatinine and sodium levels in the subjects, suggesting potential stress on the kidneys and liver.
The study calls for further study of long-term effects and interactions with traditional medicines.
Another user, 47-year-old Temi Ahondiwura, a master's degree graduate from the University of Ibadan, reported that a herbal eye remedy purchased on Facebook worsened her vision. This was her first experience with such a remedy.
Promoted by social media influencers, the product was advertised as a cure for various eye conditions.
«"At first, I felt itchy, but I thought it was part of the process," she told Al Jazeera. "When the itching got worse, I stopped using my prescription lenses.".
According to pharmacist Akinade Akinlolu and Dr. Egemba Chinonso Fidelis, such stories are becoming more common.
On your smartphone screen, relief is just a click away: fertility tonics, eye drops promising to restore vision, syrups that claim to "cure" illnesses. The marketing campaign is carefully crafted, compelling, and constantly present in feeds on TikTok, Facebook, Instagram, and X.
Across Nigeria, doctors and pharmacists say a surge in self-medication spread through social media, particularly with unproven herbal remedies, is worsening health outcomes, delaying treatment, and increasing the burden on an already overburdened healthcare system. High healthcare costs, a shortage of medical equipment, and the migration of healthcare workers abroad have further weakened the system, which serves approximately 230 million people.
Nigeria's young, digitally savvy population is increasingly using digital platforms to access health information and advice. However, this access has also given rise to what Dr. Isaac Kolawole and Dr. Fidelis describe as "algorithmic pharmacy"—an unregulated online marketplace where influencers and anonymous sellers directly promote medications to consumers with little scientific basis.
Risks of the online market
A report by Surjen Healthcare, a health tech platform providing home care services, notes a link between the rise in self-medication in Nigeria and easy access to medical information online. Due to high costs and mistrust of the official healthcare system, many people now turn to social media for advice, sometimes with negative consequences.
The report attributes this trend to rising drug resistance, delayed hospitalization, and increased exposure to unsafe or counterfeit products. While the herbal medicine market in Nigeria continues to grow, weak online enforcement has allowed unverified products to become widespread.
Nigerian doctors and pharmacists say a surge in self-medication spread through social media, especially using unproven herbal remedies, is worsening health conditions [Photo courtesy of Creative Commons].
A 2025 study shows that many Nigerians are open to traditional medicine delivered through digital platforms, often influenced by influencer content. It found that 68 percent of patients surveyed were willing to consult with traditional doctors online, while 42 percent of doctors were aware of such platforms, but only 19 percent had used them. Around 60 percent said they were open to their implementation.
«"The platforms themselves amplify this effect," Fidelis said. "Their algorithms reward interesting content and promote it to a wider audience," he told Al Jazeera.
Even users who try to avoid such content often encounter it again and again, as it is shaped by emotional storytelling, music, and messages designed to evoke a sense of urgency.
health consequences
Within this ecosystem, herbal remedies, long a part of Nigeria's medical and cultural fabric, are increasingly being touted as miracle cures, sometimes with dangerous consequences.
Doctors say more and more patients are being admitted to hospitals only when their conditions have significantly worsened, often after prolonged use of unproven treatments.
Consultant nephrologist at the University Hospital Ibadan, Dr. Yemi Raji, said herbal medicine continues to play an important role in the treatment of kidney diseases in Nigeria.
While some herbal remedies may be helpful, he said, many contain compounds that can be harmful in high doses or with long-term use.
«"When you take herbal remedies, you get both beneficial and harmful substances," he said, noting that 5-7 percent of his patients fall into this category. "Patients often seek help late, when treatment becomes more complex and expensive," he told Al Jazeera.
Dialysis alone can cost between 50,000 and 100,000 naira ($36-$72) per session, carried out several times a week, he said.
«"I advise avoiding medications that have not been NAFDAC-tested," he said. "If you are sick, go to the hospital.".
Doctors Raji and Fidelis stated that herbal medicine remains widely used because it is affordable and culturally familiar, especially in areas with limited access to formal healthcare. However, they emphasized that the combination of weak regulation and the spread of information online creates new risks.
Akinlolu, a pharmacist from Ibadan, a major city in southwestern Nigeria, said many online sellers rely on aggressive marketing to gain trust. He noted that while conditions like diabetes and hypertension are treatable, online claims often imply a cure.
He added that economic pressures are also pushing people towards cheaper or "miracle" alternatives.
Fidelis, a public health activist known online as Aproko Doctor, said the trend toward using herbs as medicine reflects "confident health lies" presented with confidence but without evidence.
Economic pressure is also reported to be pushing people to use cheaper online means [Provided by Creative Commons].
«"Real medicine doesn't promise to cure everything or rely on a countdown," he said. "But that's exactly what scammers do.".
«"These problems are not new," he added. "What's new is the marketing channel.".
He cited studies linking the use of herbal remedies to cases of kidney and liver disease in Africa, including findings that about 46 percent of hospitalizations for liver disease in one Nigerian hospital were linked to the use of herbs or roots.
A 2022 study found that 76,651 participants used herbal medicine. Most said they used it because they believed it was effective. More than a third combined herbal medicine with traditional treatments, and 82,441 participants did not disclose this to their doctors.
Fidelis said the problem has become more visible online, noting that scammers have even used AI-generated versions of his image to promote counterfeit goods.
«"If there are no consequences for lying about your health online, people will continue to do it," he said.
Regulators are struggling to keep up with the pace of development.
The National Agency for Food and Drug Administration and Control (NAFDAC) says it is working to track unregistered manufacturers, but enforcement remains challenging, especially online.
Isaac Kolawole, NAFDAC South West Zonal Director, said many vendors use fake or incomplete addresses, making them difficult to trace.
«"Given the huge volume of goods sold online, law enforcement's capabilities are limited," he told Al Jazeera.
NAFDAC requires strict registration, testing and approval before herbal products can be sold or advertised, but says regulations have not kept pace with the development of online trading.
Kolawole said the agency has taken enforcement action against non-compliant producers, including fines, but stressed that its goal is regulation, not suppression.
«"They are our partners in progress," he said.
Fidelis argued that strengthening regulation alone is not enough. He said it is necessary to improve access to affordable healthcare, restore public trust, and hold digital platforms accountable for the healthcare content they distribute.
He warned that as Nigeria's digital economy develops, the interaction between technology and healthcare will only become more complex.
«"Without stronger safeguards," he said, "algorithmic pharmacy will continue to grow and put more people at risk.".