How Nigeria’s ‘algorithmic apothecary’ fuels a surge in risky herbal cures

Abuja, Nigeria — When Oke Bola began experiencing wheezing and breathing difficulties shortly after taking an online fertility supplement, she initially dismissed the symptoms as stress. But as her condition worsened, she traced the cause back to the herbal remedy she had purchased without a prescription. Bola, a woman in her early 40s who had never given birth, had increased the dosage on her own after hearing anecdotal reports from friends and family. “I recognised the symptoms of asthma,” she told Al Jazeera. “When I checked online, I realised it could be from the herbal medication.” Her experience underscores a growing trend of unverified herbal products being marketed aggressively across social media platforms, often with little regard for safety or regulatory oversight.

The product in question, Jinja Herbal Mixture, is promoted for its antioxidant, anti-inflammatory, and antimicrobial properties. A 2025 study by Nigerian researchers, titled *The Toxicological Evaluation of Jinja: A Local Herbal Mixture*, found that within recommended dosage ranges, the supplement appeared safe and supported some traditional uses. However, the study also warned of biochemical changes at higher doses—including altered creatinine and sodium levels—that signal potential kidney and liver stress. While calling for further research on long-term effects and drug interactions, the findings highlight the risks of self-medication without clinical guidance. Despite these concerns, social media influencers and unverified online sellers continue to promote herbal tonics, syrups, and eye drops, often presenting them as miracle cures. “At first, I felt itching,” said Temi Ahondiwura, a 47-year-old master’s graduate from the University of Ibadan, describing her experience with a Facebook-marketed eye treatment. “When it continued, I stopped and went back to my prescribed lenses.”

Pharmacists and doctors warn that Nigeria’s digital health landscape has become saturated with unregulated promotions, creating what public health experts describe as an “algorithmic apothecary” — a system where algorithms amplify the visibility of unverified remedies without adequate safeguards. Social media platforms, including TikTok, Facebook, Instagram, and X, are flooded with advertisements for herbal cures promising everything from restored vision to fertility boosts, often packaged with polished, persuasive content. “The access is there, but the oversight isn’t,” said Dr Isaac Kolawole and Dr Egemba Chinonso Fidelis. They point to a broader crisis in Nigeria’s health system, where high costs of care, shortages of medical equipment, and the emigration of health workers have left millions underserved. In a country of 230 million people, this combination of convenience, desperation, and digital exposure has led to a surge in self-medication, delaying proper diagnosis and treatment.

Health professionals argue that unchecked promotion of herbal products is not only risky but also diverts patients from evidence-based care. “We are seeing worsening health outcomes,” said pharmacist Akinade Akinlolu. “Patients come in with complications from unregulated supplements, and we have to start from scratch.” While some traditional remedies hold medicinal value, experts stress the importance of regulation, consumer education, and integration with formal healthcare. Until then, patients like Bola and Ahondiwura remain vulnerable to the allure of quick fixes sold in a virtual marketplace with no prescription required — and no guarantee of safety.