Leveraging health information to combat misinformation and addiction to consumption of herbal bitters in Ado-Ekiti, Ekiti State, Nigeria

Due to the perceived nature of their production and efficacy claims, the growing consumption of herbal bitters by young people in Nigeria has been linked to serious health issues, such as addiction and organ damage. Using the survey design, this study revealed through the responses of 386 respondents in Ado-Ekiti that social norms as well as peer influence and misinformation were among the consumption determinants of herbal bitters in Ado-Ekiti, Ekiti State, Nigeria. Many youths are aware of some health issues associated with consistent consumption of herbal bitters, such as organ damage; however, there are still information gaps concerning specific risks posed to the liver and kidneys. For those who are aware of these risks, peer pressure and misguided beliefs about therapeutic values strongly influence their continued consumption of herbal bitters. This study recommends that public health interventions aimed at improving health outcomes for consumers of herbal bitters should focus on dispelling myths about risks, raising hazard awareness, and implementing fact-based educational interventions to initiate optimal health behaviour changes and promote healthier lifestyle choices.