By Isaac Olufemi Ojo
Inside Nigeria’s Digital Herbal Marketplace
An investigation conducted by this reporter across TikTok, Facebook, and Instagram revealed an almost endless stream of herbal advertisements targeting Nigerians with claims of instant healing and miracle cures.
Also, the products appeared with dramatic visuals, emotionally manipulative captions, and promises to treat multiple chronic illnesses simultaneously.
Unfortunately, many lacked traceable business addresses or verifiable regulatory information.
Several even displayed suspicious “NAFDAC Approved” labels without evidence of certification while others offered no functional customer feedback system at all.
Where comments were enabled, many appeared heavily curated or manipulated, often filled with exaggerated testimonials praising miraculous results.
However, a deeper examination of the advertising patterns revealed a calculated strategy built around fear, urgency, and emotional vulnerability.
Many of the advertisers used alarming phrases such as:
“Delaying treatment now can lead to cancer or death.”
After triggering fear, the advertisements typically shifted into emotionally persuasive sales language offering temporary discounts, “limited slots,” or promises of discreet nationwide delivery. And the approach appears highly effective.
In comment sections monitored during this investigation, many users responded with questions such as:
“How can I get this delivered to Abuja?”
“Will you deliver to Lagos?”
“Can this be sent to Ibadan?” . . . amongst others.
In cases where potential customers requested additional information, sellers often responded with identical instructions, such as:
“Send your name, phone number, and address for delivery, along with payment.”
Tradition Meets the Internet
Herbal medicine has long occupied a complex place within Nigerian society.
For generations, many Nigerians have relied on traditional remedies to manage illnesses because they are affordable, culturally familiar, and often more accessible than formal healthcare.
And yes, some herbal preparations have demonstrated therapeutic value across generations of use.
But experts like Dr. Chinonso Fidelis popularly known as Aproko doctor warns that the transition from traditional local practice to mass digital commercialization has created serious dangers.
Unlike locally prepared remedies traditionally administered within communities, many online products are industrially packaged, anonymously distributed, and aggressively marketed without scientific oversight.
Thus, complications arising from their use often go undocumented.
In many communities, unexplained illness or sudden death linked to herbal consumption may instead be attributed to spiritual causes rather than toxic reactions or delayed medical treatment.
Scientifically, some herbs do possess medicinal properties.
The problem, specialists say, lies in dosage, purity, interactions, and unverified claims.
Dr. Yemi Raji, a consultant nephrologist at the University College Hospital (UCI), Ibadan, explained that a single herbal preparation can contain dozens of compounds with both beneficial and harmful effects.
“If you pick one leaf or one root, there could be up to 40 chemicals in it,” he said. “Some may have beneficial effects, while others may be harmful. So when someone takes herbal medication, they are taking both the good and the bad.”
According to him, the unregulated digital marketplace has amplified the risks significantly.
Manufacturers often bypass regulatory scrutiny entirely by exploiting the porous nature of online advertising and weak enforcement mechanisms.
The Human Cost
To gain deeper insight into Ejike’s death, the reporter contacted Mr. Chinedu Ugwuanusi, a close friend of the deceased.
Still visibly emotional while recounting the incident, Ugwuanusi described Ejikes as a devoted husband and compassionate friend whose desire to become a father left him vulnerable to exploitation.
“He took the product because he wanted a child,” he said quietly.
Ugwuanusi criticised what he described as the slow pace of enforcement by regulatory agencies, questioning why products linked to serious allegations continue to circulate freely online.
He expressed anger that (Facebook) the same social media platform where Ejike encountered the post that ultimately contributed to the events leading to his death, still functions unbridled with the same advertisement still active. He called for justice, questioning how long such issues would continue to be treated with levity by regulatory agencies.
NAFDAC Admits Enforcement Gaps
One might assume that an agency responsible for certifying food and drugs would be able to contain the growing crisis, yet enforcement gaps continue to be exploited by perpetrators.
In an interview, the NAFDAC Southwest Zonal Director, Dr Isaac Kolawole, acknowledged that the rapid spread of herbal products circulating online has become a persistent challenge.
He confirmed that while some herbal products are listed with the agency, “listing” does not grant automatic approval to advertise online until all templates, texts, and images are properly verified.
“Currently, we don’t have it in our schedule to approve online advertisements. We have billboards, radio, and television, but I’m not sure for now if we have started approving internet advertisements,” he said.
He further explained that the issue is global but more complex in Nigeria due to the use of fake or untraceable addresses by manufacturers. “If you have 100 and you are capturing 5, you will not see the impact.
They don’t normally put traceable addresses on their advertisements. We are on our toes, but it’s very slow,” he added.
When presented with Ebere’s case and questions around regulatory negligence, Dr Kolawole maintained that the family must provide remaining samples for laboratory analysis. “They cannot be certain; that’s why you must subject the remaining sample to laboratory testing for toxicity. I am a scientist; I need evidence.”
He also argued that tackling the crisis requires a broader institutional approach involving multiple agencies. “I think we have to take this fight beyond NAFDAC. We have a ministry that is in charge of internet matters, that is, the National Information Technology Development Agency (NITDA).
Sometime ago, cryptocurrency was against the federal government and promptly, the government closed it up. It’s the same agency that we need. Once you bring in a product advertisement with that herbal icon, the system automatically hooks it. That’s the way to go. It’s a collaborative thing.” he said.
He asserted that “listing” under NAFDAC registration means a product has been assessed for safety and quality compliance, but not necessarily certified for clinical effectiveness in treating specific diseases.
While this remains the primary certification many online herbal brands display, the reporter discovered that some of the herbal product manufacturers deceive the public with fake certification, just to drive sales.
ARCON Shifts Blame
Zonal Head of ARCON in Ibadan, Mrs. Adiza Bello, expressed concern over what she described as an “ugly trend” of misleading herbal product advertising online. She noted that although the agency rejects numerous products due to exaggerated or unverified claims, enforcement in the digital space remains difficult.
She explained that while violation letters are issued to those identified, many offenders operate beyond reach, making tracking and enforcement a persistent challenge.
According to her, ARCON is mandated to regulate both physical and online advertising and is actively working within its capacity. However, she disclosed that the agency is currently upgrading and overhauling its IT department responsible for monitoring online content from its Lagos headquarters.
She suggested stronger coordination with NAFDAC, including publishing a definitive list of registered herbal products, introducing barcode verification systems, and imposing higher penalties for offenders.
She then urged Nigerians to exercise caution, read reviews, and verify claims before purchasing herbal products online.
Medical Practitioners Issue Warnings
Dr Yemi Raji described the rising proliferation of online herbal remedies as a contributing factor to increasing cases of kidney disease in Nigeria. He noted that while some herbal products may contain medicinal value, their compositions are often unverified and inconsistently prepared.
“In other parts of the world, for example, China has done extensive research. Claims need to be subjected to scientific evidence,” he said.
He also advised the public to avoid unverified herbal remedies and seek proper medical diagnosis in healthcare facilities.
“We advise people that if they have any form of illness, they should go to the hospital where they will perform tests and make a proper diagnosis,” he added.
DIY Herbal Tutorials: A Ticking Time Bomb
Within Nigeria’s expanding herbal market, ‘Do it Yourself (DIY)’ tutorials have become one of the most influential tools used by unlicensed sellers and informal practitioners.
Their video clips often instruct viewers on how to prepare so-called “miracle mixtures” at home.
While they create a perception of empowerment and offer a cheaper alternative to formal healthcare, most of these tutorials fail to include proper dosage guidance, safety warnings, or contraindication information.
A 2025 study published in the IKENGA International Journal of the Institute of African Studies (IAS) “DIY” highlights that such tutorials contribute to the formation of a “social norm” that legitimizes unverified herbal products.
The study, involving youth participants in Ekiti State, found that misinformation spread through peer networks significantly influences belief in DIY herbal remedies.
It also raised concerns about social media platforms prioritising algorithmic engagement over user safety, describing this as a critical gap in digital health governance.
Influencers Combatting Misinformation
Dr Egemba Chinonso Fidelis, popularly known as Aproko Doctor, recently debunked viral advertisements using an AI-generated version of his likeness to promote a cardiovascular herbal capsule branded “Cardizoom.” Aproko Doctor
Despite reporting the impersonation to multiple platforms in 2025, the advertisements were still observed to be active as recently as April 2026.
In a phone interview, Aproko Doctor said health misinformation will persist unless regulators and technology platforms take stronger action.
He argued that creators who knowingly spread false health claims, and platforms that monetize such content, share responsibility.
“The creator who unknowingly lies about healthcare to sell a product is committing a moral and often a criminal act. The platform that takes the advertising money amplifies the lie to millions through its algorithm. Until platforms accept legal responsibility for monetized health content, the creators will continue coming because the economics will keep rewarding them,” he said.
He welcomed a recent Federal High Court ruling delivered on 29 April affirming ARCON’s authority over social media advertising, but called for dedicated digital enforcement mechanisms.
“What’s needed now is vetting of any health claim advertisements on any platform serving Nigerian users. If the platform runs it, they’re liable. We need fast-track takedown protocols within 24 hours, criminal penalties for AI impersonation, and a public registry of all approved health products,” he said.
He warned consumers to be cautious of exaggerated claims. “If one product claims to fix everything, it doesn’t fix anything. The body does not have a single off-switch for diabetes, hypertension, and infertility. If you hear things like ‘only five bottles left,’ run.”
China’s Response: A Lesson for Nigeria
China has shifted its regulation of online herbal products from reactive enforcement to structural control. Following the Youthit scandal in April 2026, the State Administration for Market Regulation introduced China 2026 drug regulation .
Under the new framework, any herbal product using keywords such as “cure” or “prevention” must pass a human-led audit and obtain a drug advertisement licence before approval.
Influencers are now prohibited from using exaggerated claims such as “instant cure” or “100% natural”. Platforms themselves are held legally responsible for the accuracy of health claims. Only licensed medical professionals, such as doctors and pharmacists, are permitted to publish herbal health advice, while unlicensed individuals are excluded.
Financial penalties reportedly reach up to $14,000 per violation. Reports suggest the policy has significantly reshaped the industry, forcing consolidation and improved compliance among legitimate manufacturers.
Social Media Accountability
As the investigation wraps, the reporter examined healthcare advertising policies across major active platforms operating in Nigeria, including Meta Facebook , and identified significant enforcement gaps.
Despite existing policies against misleading health claims, numerous products continue to evade detection and remain active online.here a few samples with exaggerated claims found on Facebook and Instagram. Dallas herbal. Golden seed, Detox tea. PADOSA and TEQUILARK . In the case of Padosa – the specific NAFDAC number 101800L is fabricated and absent from the national database.
Further findings further revealed that Public health watchdogs and fact-checking organizations (including Africa Check) also flagged online promotional campaigns for Padosa Cleanser. However , Tequilark confirmed that they are yet to secure certification from Nafdac. But they are active online .
To garner more insight, the reporter contacted Facebook management via email at press@meta.com,, sending a follow-up message two weeks after the initial outreach to flag some of the products. However, no response had been received at the time of filing this report .
Sadly, some susceptible Nigerians continue to navigate this risky digital health marketplace shaped by desperation, misinformation, and weak regulatory enforcement.
For Ejike and others, the losses are irreversible.
