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In spite of all the proven advances of contemporary medicine, certain people are attracted to alternative or “natural” cures and practices. Many of these are not dangerous. As one cancer specialist observed in the past year, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a practice is in addition to, and not instead of, evidence-based treatment, this is usually not a problem. If it lessens distress, it can help.

The Proliferation of Digital Health Influencers

But the explosion of online health influencers presents challenges that governments and oversight bodies in many countries have not fully understood. An investigation into one such organization providing membership and advice to pregnant mothers has exposed numerous cases of late-term stillbirths or other serious harm involving 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 expert of midwifery.

Understanding the Risks and Context

Childbirth without medical assistance, known as free birth, is legal in nations including the UK and US. The potential dangers are not well understood due to a lack of reliable information. Childbirth can be a frightening prospect, and excellent care is far from guaranteed. In England, a alarming recent report found a large majority of hospital maternity services to be unsafe or in need of improvement.

Concerns of medical systems and specific, longstanding issues with maternity care are in many cases valid. A significant number of the women interviewed for the inquiry had previously experienced traumatic births.

Skepticism and the Spread of Misinformation

But while mistrust of institutions may be based on experience, it has also become a fertile ground for other influencers looking for followers to their unconventional methods and DIY philosophy. During the pandemic, a “wellness” industry supposedly focused on healthy living was implicated in disseminating lies about vaccines and fuelling paranoia about government advice.

Concern is rising that such ideas are acquiring more general traction. One paper 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 operation that trains 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 Safeguards and Reforms

There is no going back to a time when doctors were presumed 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 need for protections from dangerous advice. It is well known that the algorithms used by tech companies reward more extreme content.

In the UK, improvements to maternity services cannot come soon enough. They must include the option of home birth and the availability of data to support women in choosing their care. Ministers and organizations including the World Health Organization should also develop plans for the information ecosystem so that science-based healthcare is not compromised.