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Despite all the established advances of modern medicine, some people are attracted to non-traditional or “natural” cures and practices. Many of these are not dangerous. As one cancer specialist noted recently, people receiving cancer treatment will frequently try meditation or vitamins as well. When such a practice is alongside, and not in place of, scientifically-backed treatment, this is usually not a concern. If it reduces distress, it can help.

The Proliferation 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. An investigation into one such organization offering membership and advice to pregnant mothers has revealed numerous cases of late-term stillbirths or other serious harm connected to mothers or birth attendants linked with it. While the entity is based in North Carolina, its influence is international.

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

Examining the Dangers and Background

Giving birth without medical assistance, known as free birth, is permitted in nations including the UK and US. The potential dangers are not well understood due to a absence of reliable information. Childbirth can be a frightening prospect, and high-quality care is not guaranteed. In England, a shocking recently published report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Concerns of medical systems and particular, persistent issues with maternity care are in many cases justified. Many of the women interviewed for the inquiry had previously experienced distressing births.

Distrust and the Proliferation of Misinformation

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

Concern is rising that such ideas are acquiring more general purchase. One presentation given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the image of an anti-establishment community lies an enterprise that trains women as social media influencers as in addition to birth attendants. The group does not claim to be a certified medical provider.

The Need for Protections and Reforms

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 positive effect. But there is also a need for protections from poor advice. It is widely understood 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 choosing their care. Policymakers and organizations including the World Health Organization should also create plans for the information ecosystem so that science-based healthcare is not compromised.