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In spite of all the proven advances of modern medicine, some people are drawn to alternative or “natural” cures and practices. Many of these are not dangerous. As a cancer specialist noted in the past year, people undergoing cancer treatment will often try meditation or vitamins too. When such a change is alongside, and not instead of, scientifically-backed treatment, this is typically not a problem. If it lessens distress, it can help.

The Proliferation of Digital Health Influencers

But the proliferation of online health influencers presents problems that governments and regulators in many countries have not fully understood. An investigation 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 associated with it. While the company 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 Risks and Context

Childbirth without medical assistance, sometimes called free birth, is legal in nations including the UK and US. The potential dangers are poorly documented due to a absence of reliable information. Childbirth can be a daunting prospect, and excellent care is not guaranteed. In England, a alarming recently published report found a large majority 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 investigation had in the past experienced distressing births.

Skepticism and the Spread of Falsehoods

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

Concern is growing that such beliefs are gaining more widespread traction. One paper given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the facade of an rebellious community lies an enterprise that coaches women as social media influencers as in addition to birth attendants. The group does not present itself to be a qualified medical provider.

The Need for Protections and Reforms

There is no turning the clock back to a time when doctors were presumed to know best. Huge quantities of scientific research are published online and many people use these to positive effect. But there is also a critical necessity for safeguards from dangerous advice. It is widely understood that the automated systems used by tech companies promote more extreme content.

In the UK, improvements to childbirth care are urgently needed. They must include the choice of home birth and the availability of clear information to empower women in making decisions. Policymakers and organizations including the World Health Organization should also develop plans for the online information landscape so that evidence-based healthcare is not undermined.