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Despite all the established advances of modern medicine, some people are drawn to non-traditional or “holistic” cures and practices. A number of these are not dangerous. As a cancer specialist noted in the past year, people receiving cancer treatment will often try meditation or vitamins as well. When such a change is in addition to, and not in place of, scientifically-backed treatment, this is typically not a problem. If it reduces distress, it can be beneficial.

The Rise of Online Health Figures

But the proliferation of online health influencers poses problems that authorities and regulators in many countries have not fully understood. An investigation into one such organization providing membership and advice to pregnant mothers has revealed numerous cases of late-term fetal deaths or other serious harm connected to mothers or birth attendants associated with it. While the company is based in North Carolina, its reach is global.

“For whole populations, going through labour and birth without professional support is linked to higher levels of risk for mother and baby,” as stated by a professor of midwifery.

Understanding the Risks and Context

Childbirth without medical assistance, sometimes called free birth, is permitted in nations including the UK and US. The risks are poorly documented due to a absence of reliable information. Childbirth can be a daunting experience, and excellent care is not guaranteed. In England, a alarming recent report found a large majority of hospital maternity services to be unsafe or in need of improvement.

Criticisms of medical systems and particular, persistent issues with maternity care are in many cases justified. A significant number of the women spoken to for the investigation had previously undergone traumatic births.

Distrust and the Spread of Falsehoods

But while mistrust of established systems may be based on experience, it has also proved to be a breeding ground for other influencers looking for converts to their unorthodox methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in spreading falsehoods about vaccines and fuelling suspicion about official advice.

Worry is growing that such ideas are acquiring more general traction. One presentation 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 anti-establishment sisterhood lies an enterprise that trains women as social media influencers as well as birth attendants. The organization does not claim to be a certified medical provider.

The Need for Safeguards and Improvements

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

In the UK, improvements to childbirth care are urgently needed. They should include the option of home birth and the availability of clear information to support women in making decisions. Ministers and organizations such as the World Health Organization should also develop strategies for the information ecosystem so that evidence-based healthcare is not compromised.