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In spite of all the proven advances of contemporary medicine, certain people are drawn to non-traditional or “natural” remedies and approaches. Many of these do no harm. As a cancer specialist noted recently, people receiving cancer treatment will often try meditation or vitamins as well. When such a practice is in addition to, and not in place of, evidence-based treatment, this is usually not a problem. If it reduces distress, it can be beneficial.

The Proliferation of Digital Health Influencers

But the proliferation of online health influencers presents challenges that governments and regulators in many countries have not fully understood. A recent inquiry into one such organization providing membership and advice to expectant mothers has revealed dozens cases of third-trimester stillbirths or other severe injury connected to mothers or birth attendants linked with it. While the entity is headquartered in North Carolina, its reach is global.

“Across whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” as stated by a expert of midwifery.

Examining the Risks and Background

Childbirth without medical assistance, known as free birth, is permitted in countries including the UK and US. The risks are not well understood due to a lack of data. Childbirth can be a frightening experience, and excellent care is not guaranteed. In England, a alarming recently published report found two-thirds of hospital maternity services 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 previously experienced distressing births.

Distrust and the Spread of Misinformation

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

Worry is growing that such ideas are acquiring more widespread traction. One presentation given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the facade of an rebellious sisterhood lies an enterprise that coaches women as social media influencers as in addition to birth attendants. The group does not claim to be a qualified medical provider.

The Need for Protections and Reforms

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

In the UK, necessary reforms to childbirth care cannot come soon enough. They should include the option of home birth and the availability of clear information to support women in choosing their care. Policymakers 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.