This study seeks to examine ethical aspects of advertising herbal medicine on Instagram pages among consumers in Tanzania and to specifically assess Instagram’s advertisers compliance with advertisement ethics.  Carried out in Nyamagana District of Mwanza Region between May 2021 and September 2022, the study applied mixed methods involving both the purposive and convenience sampling procedures that guided selection of respondents. In-depth interviews were initially carried out for eight (8) respondents before a structured survey questionnaire was subjected to 120 respondents out of which 100 (83%) were answered and returned for analysis. Collected data was analyzed using both thematic and descriptive statistical analysis. Findings suggest Instagram advertisements of herbal medicine in Tanzania hardly comply with ethical advertisement guidelines and considerations. There is a lot of manipulated and fabricated information in most herbal medicine adverts on Instagram pages that jeopardize and endanger the lives of consumers in danger.

Keywords: Social Media, Media Ethics, Herbal Medicine, Advertising,

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