RISE OF DIGITAL HERBALISM: EVALUATING THE PUBLIC HEALTH RISKS AND BENEFITS OF ONLINE TRADITIONAL MEDICINE SALES IN NIGERIA.

Abstract

The rapid expansion of digital platforms in Nigeria has transformed the landscape of traditional medicine, giving rise to a phenomenon known as digital herbalism—the marketing and sale of herbal remedies through social media, e-commerce websites, and messaging apps. This study critically evaluates the public health risks and potential benefits of online traditional medicine sales in Nigeria. Employing a mixed-methods approach, data were collected through surveys (n=600), in-depth interviews (n=30), and content analysis of 100 digital herbal advertisements. Results reveal widespread use of online herbal products, with 100% of respondents reporting purchases within the past year. While the majority perceived health improvements, nearly one-third experienced adverse effects. Regulatory awareness was low, with less than 40% aware of NAFDAC guidelines, and only 29% of online ads displayed approval numbers. The study found that while digital herbalism increases accessibility and preserves cultural health practices, it also poses significant health risks due to misinformation, self-medication, and poor regulatory enforcement. The findings underscore the need for stronger policy interventions, public health campaigns, and platform accountability to balance innovation with consumer safety in Nigeria’s evolving health ecosystem.