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In spite of all the proven progress of modern medicine, certain people are attracted to alternative or “holistic” remedies and approaches. A number of these are not dangerous. As one cancer specialist noted recently, people receiving cancer treatment will frequently try meditation or vitamins too. When such a practice is in addition to, and not in place of, evidence-based treatment, this is usually not a concern. If it reduces distress, it can be beneficial.

The Rise of Digital Health Influencers

But the explosion of online health influencers presents challenges that authorities and oversight bodies in many countries have yet to grasp. A recent inquiry into one such business providing membership and advice to pregnant mothers has exposed dozens cases of late-term fetal deaths or other severe injury involving mothers or birth attendants linked with it. While the entity is based in North Carolina, its influence is global.

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

Understanding the Dangers and Context

Childbirth 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 lack of reliable information. Childbirth can be a frightening prospect, and excellent care is not guaranteed. In England, a shocking 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 inquiry had previously experienced distressing births.

Skepticism and the Proliferation of Falsehoods

But while distrust of institutions may be rooted in experience, it has also become a fertile ground for other influencers looking for converts to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry supposedly focused on healthy living was implicated in disseminating falsehoods about vaccines and feeding paranoia about government advice.

Concern is rising that such ideas are gaining more general traction. One paper given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the facade of an anti-establishment sisterhood lies an operation that trains women as social media influencers as in addition to birth attendants. The organization does not present itself to be a qualified medical provider.

The Requirement for Protections and Improvements

There is no turning the clock 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 positive 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, necessary reforms to childbirth care are urgently needed. They must include the choice of home birth and the availability of clear information to support women in choosing their care. Policymakers and organizations such as the World Health Organization should also create plans for the online information landscape so that evidence-based healthcare is not compromised.