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Despite all the proven progress of contemporary medicine, some people are drawn to alternative or “natural” remedies and approaches. A number of these do no harm. As a cancer specialist noted in the past year, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a change is in addition to, and not instead of, evidence-based treatment, this is usually not a concern. If it lessens distress, it can help.

The Rise of Digital Health Influencers

But the proliferation of online health influencers presents problems that governments and oversight bodies in many countries have yet to grasp. An investigation into one such business offering membership and advice to pregnant mothers has revealed dozens cases of late-term fetal deaths or other severe injury connected to mothers or birth attendants linked with it. While the company is based in North Carolina, its influence is international.

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

Understanding the Risks and Background

Childbirth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The potential dangers are poorly documented due to a lack of reliable information. Childbirth can be a daunting prospect, and high-quality care is not guaranteed. In England, a shocking recently published report found a large majority of hospital maternity services to be unsafe or in need of improvement.

Criticisms of medical systems and particular, longstanding issues with maternity care are in many cases justified. Many of the women spoken to for the investigation had in the past experienced distressing births.

Skepticism and the Proliferation of Misinformation

But while distrust of institutions may be based on experience, it has also become a fertile ground for other influencers seeking converts to their unorthodox methods and DIY philosophy. During the pandemic, a “well-being” industry supposedly focused on healthy living was involved in disseminating falsehoods about vaccines and feeding suspicion about official advice.

Concern is growing that such beliefs are acquiring more widespread purchase. One paper given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. The inquiry shows that behind the image of an anti-establishment sisterhood lies an operation that trains women as social media influencers as in addition to birth attendants. The organization does not present itself to be a certified medical provider.

The Requirement for Safeguards and Reforms

There is no turning the clock 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 positive effect. But there is also a critical necessity for protections from dangerous advice. It is widely understood that the algorithms used by tech companies reward more extreme content.

In the UK, improvements to childbirth care are urgently needed. They must include the option of home birth and the provision of clear information to support women in choosing their care. Ministers and bodies such as the World Health Organization should also develop plans for the online information landscape so that evidence-based healthcare is not undermined.