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In spite of all the proven advances of modern medicine, certain people are attracted to non-traditional or “holistic” remedies and approaches. Many of these are not dangerous. As a cancer specialist noted recently, people receiving cancer treatment will often try meditation or vitamins too. When such a change is alongside, and not in place of, scientifically-backed treatment, this is typically not a concern. If it reduces distress, it can be beneficial.

The Proliferation of Online Health Influencers

But the proliferation of online health influencers poses challenges that authorities and oversight bodies in many countries have not fully understood. A recent inquiry into one such business offering membership and advice to expectant mothers has revealed numerous cases of third-trimester stillbirths or other severe injury involving mothers or birth attendants linked with it. While the entity is based in North Carolina, its reach is global.

“For whole populations, going through labour and birth without skilled support is associated with higher levels of risk for mother and baby,” according to a expert of midwifery.

Understanding the Risks and Context

Giving birth without medical assistance, sometimes called free birth, is legal in nations including the UK and US. The potential dangers are poorly documented due to a absence of reliable information. Childbirth can be a daunting experience, and excellent care is far from guaranteed. In England, a shocking recently published report found a large majority of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and specific, persistent issues with maternity care are in many cases valid. Many of the women spoken to for the inquiry had in the past undergone distressing births.

Skepticism and the Proliferation of Misinformation

But while distrust of established systems may be based on experience, it has also proved to be a breeding ground for other influencers seeking converts to their unconventional methods and DIY philosophy. During the pandemic, a “well-being” industry ostensibly focused on healthy living was involved in spreading falsehoods about vaccines and feeding suspicion about government advice.

Concern is rising that such beliefs are acquiring more widespread traction. One paper given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the facade of an rebellious sisterhood lies an operation that coaches women as social media influencers as well as birth attendants. The organization does not present itself to be a qualified medical provider.

The Need for Protections and Improvements

There is no going back to a time when doctors were assumed to know best. Vast quantities of scientific research are published online and many people use these to beneficial effect. But there is also a need for safeguards from dangerous advice. It is well known that the automated systems used by tech companies reward more extreme content.

In the UK, necessary reforms to maternity services are urgently needed. They must include the choice of home birth and the availability of data to support women in choosing their care. Ministers and organizations such as the World Health Organization should also develop plans for the online information landscape so that science-based healthcare is not compromised.