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Despite all the established progress of modern medicine, some people are drawn to alternative or “natural” cures and practices. Many of these do no harm. As a cancer specialist noted recently, people undergoing cancer treatment will frequently try meditation or vitamins as well. 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 be beneficial.

The Rise of Online Health Influencers

But the explosion of online health influencers presents problems that governments and oversight bodies in many countries have yet to grasp. An investigation into a particular business providing membership and advice to pregnant mothers has revealed dozens cases of late-term fetal deaths or other serious harm connected to mothers or birth attendants linked with it. While the entity is based in North Carolina, its reach is global.

“For whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” according to a professor of midwifery.

Examining the Risks and Background

Giving birth without medical assistance, known as free birth, is legal in countries including the UK and US. The risks are poorly documented due to a lack of data. Childbirth can be a daunting experience, and excellent care is not guaranteed. In England, a alarming recent report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Concerns of medical systems and particular, longstanding issues with maternity care are in many cases valid. Many of the women spoken to for the inquiry had previously experienced distressing births.

Distrust and the Spread of Falsehoods

But while mistrust of institutions may be rooted in experience, it has also become a breeding ground for other influencers seeking converts to their unconventional methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was implicated in disseminating lies about vaccines and fuelling suspicion about government advice.

Concern is growing that such beliefs are gaining more general purchase. One presentation given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the image of an anti-establishment sisterhood lies an enterprise that trains women as social media influencers as well as birth attendants. The organization does not present itself to be a certified medical provider.

The Requirement for Safeguards and Improvements

There is no turning the clock back to a time when doctors were assumed 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 option of home birth and the provision of clear information to support women in making decisions. Ministers and organizations such as the World Health Organization should also develop plans for the information ecosystem so that evidence-based healthcare is not compromised.