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In spite of all the proven advances of contemporary medicine, some people are attracted to alternative or “natural” remedies and approaches. Many of these are not dangerous. As one cancer specialist observed recently, people receiving cancer treatment will often try meditation or vitamins too. When such a practice is in addition to, and not in place of, evidence-based treatment, this is typically not a problem. If it reduces distress, it can help.

The Rise of Digital Health Influencers

But the explosion of online health influencers poses 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 exposed dozens cases of late-term stillbirths or other severe injury connected to mothers or birth attendants linked with it. While the company is based in North Carolina, its influence is global.

“For 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.

Examining the Risks and Background

Childbirth without medical assistance, known as free birth, is legal in countries 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 far from 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 specific, persistent issues with maternity care are in many cases justified. A significant number of the women interviewed for the inquiry had in the past experienced traumatic births.

Skepticism and the Spread of Misinformation

But while mistrust of institutions may be based on experience, it has also become a breeding ground for other influencers seeking followers to their unorthodox methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in disseminating falsehoods about vaccines and feeding paranoia about government advice.

Concern is growing that such ideas are acquiring more widespread purchase. One presentation 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 sisterhood lies an enterprise that coaches women as social media influencers as well as birth attendants. The group does not present itself to be a qualified medical provider.

The Requirement for Protections and Reforms

There is no going back to a time when doctors were assumed to know best. Huge quantities of scientific research are made available online and many people use these to beneficial effect. But there is also a need for safeguards from dangerous advice. It is well known that the automated systems used by tech companies promote more extreme content.

In the UK, necessary reforms to childbirth care are urgently needed. They should include the choice of home birth and the provision of clear information to empower women in choosing their care. Ministers and bodies such as the World Health Organization should also create strategies for the online information landscape so that evidence-based healthcare is not compromised.