Marketing a Banned Remedy: A Topic Model Analysis of Health Misinformation in Thai E-Commerce

Abstract

Unregulated herbal products marketed via digital platforms present escalating risks to consumer safety and regulatory effectiveness worldwide. This study positions the case of Jindamanee herbal powder—a banned substance under Thai law—as a lens through which to examine broader challenges in digital health governance. Drawing on a dataset of 1546 product listings across major platforms (Facebook, TikTok, Shopee, and Lazada), we applied Latent Dirichlet Allocation (LDA) to identify prevailing promotional themes and compliance gaps. Despite explicit platform policies, 87.6% of listings appeared on Facebook. Medical claims, particularly for pain relief, featured in 77.6% of posts, while only 18.4% included any risk disclosure. These findings suggest a systematic exploitation of regulatory blind spots and consumer health anxieties, facilitated by templated cross-platform messaging. Anchored in Information Manipulation Theory and the Health Belief Model, the analysis offers theoretical insight into how misinformation is structured and sustained within digital commerce ecosystems. The Thai case highlights urgent implications for platform accountability, policy harmonization, and the design of algorithmic surveillance systems in global health product regulation.