Abstract
The expansion of internet access and social media has profoundly changed how individuals seek information about symptoms, diseases, treatments, and medicines. Search engines, short-form videos, online forums, digital influencers, and social platforms have become part of everyday health-related decision-making, creating opportunities for greater access to knowledge while also increasing the circulation of inaccurate, decontextualized, or commercially driven information. In this context, the expression “Dr. Google” has become popular to describe the use of search engines as a source of self-diagnosis and therapeutic guidance without professional mediation. This study aims to analyze the influence of online searches and social media on self-medication practices, emphasizing the impacts of misinformation, influencer recommendations, digital advertising, and personal testimonials on medicine consumption. This is a narrative literature review based on national and international studies retrieved from scientific databases and regulatory documents concerning rational medicine use, health literacy, and digital communication. Evidence suggests that immediate access to health information may increase individual autonomy; however, difficulties in assessing reliability, distinguishing scientific evidence from opinion, and understanding contraindications, interactions, and risks may encourage inappropriate decisions. Algorithms that prioritize engagement, sponsored content, and personal experiences may reinforce inaccurate perceptions of safety and effectiveness. Digitally influenced self-medication can contribute to incorrect dosing, drug interactions, masking of diseases, delays in seeking professional care, and inappropriate use of medicines requiring clinical supervision. It is concluded that addressing this phenomenon requires strengthening digital health literacy, expanding educational action by healthcare professionals, providing accessible institutional communication, improving oversight of medicine advertising, and increasing platform accountability regarding health-related content.