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In spite of all the established advances of contemporary medicine, some people are drawn to non-traditional or “holistic” cures and approaches. A number of these do no harm. As a cancer specialist observed in the past year, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a practice is alongside, and not in place of, evidence-based treatment, this is usually not a concern. If it reduces distress, it can help.

The Rise of Online Health Influencers

But the proliferation of online health influencers poses problems that authorities and oversight bodies in many countries have not fully understood. A recent inquiry into one such organization offering membership and advice to pregnant mothers has revealed dozens 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 international.

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

Understanding the Dangers and Context

Giving birth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The risks are poorly documented due to a lack of reliable information. Childbirth can be a daunting experience, and high-quality care is far from guaranteed. In England, a shocking recent 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 justified. Many of the women interviewed for the inquiry had in the past experienced traumatic births.

Skepticism and the Proliferation of Falsehoods

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

Concern is growing that such beliefs are acquiring more widespread purchase. One presentation given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the image of an anti-establishment community lies an enterprise that trains 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 made available online and many people use these to beneficial effect. But there is also a critical necessity for safeguards from dangerous advice. It is well known that the automated systems used by tech companies promote increasingly sensational content.

In the UK, necessary reforms to childbirth care cannot come soon enough. They should include the choice of home birth and the availability of clear information to empower women in making decisions. Ministers and organizations including the World Health Organization should also create plans for the online information landscape so that evidence-based healthcare is not compromised.