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Despite all the established advances of modern medicine, some people are drawn to alternative or “holistic” cures and practices. Many of these are not dangerous. As a cancer specialist observed recently, people undergoing cancer treatment will often try meditation or vitamins too. When such a practice is alongside, and not in place of, scientifically-backed treatment, this is typically not a problem. If it reduces distress, it can help.

The Rise of Online Health Influencers

But the proliferation of online health influencers presents problems that authorities and oversight bodies in many countries have yet to grasp. A recent inquiry into a particular organization providing membership and advice to expectant 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 entity is based in North Carolina, its influence is international.

“Across 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 professor of midwifery.

Understanding the Dangers and Context

Giving birth without medical assistance, known as free birth, is permitted in countries including the UK and US. The risks are not well understood due to a lack of reliable information. Childbirth can be a frightening experience, and excellent care is far from guaranteed. In England, a alarming recently published report found a large majority 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. A significant number of the women interviewed for the investigation had in the past experienced distressing births.

Distrust and the Proliferation of Misinformation

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

Concern is growing that such beliefs are acquiring more widespread purchase. 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 rebellious community lies an operation that trains women as social media influencers as in addition to birth attendants. The group does not claim to be a qualified 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 published 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 automated systems used by tech companies promote increasingly sensational content.

In the UK, necessary reforms to childbirth care cannot come soon enough. They must include the choice of home birth and the provision of clear information to support women in choosing their care. Policymakers and bodies such as the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not compromised.