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In spite of all the proven advances of modern medicine, some people are drawn to non-traditional or “natural” cures and approaches. Many of these do no harm. As a cancer specialist observed in the past year, people receiving cancer treatment will frequently try meditation or vitamins too. When such a change is in addition to, and not in place of, scientifically-backed treatment, this is usually not a concern. If it reduces distress, it can be beneficial.

The Rise of Online Health Influencers

But the proliferation of online health influencers poses problems that governments and oversight bodies in many countries have yet to grasp. An investigation into a particular business providing membership and advice to expectant 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 headquartered in North Carolina, its reach is international.

“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 professor of midwifery.

Understanding the Risks and Context

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 absence of data. Childbirth can be a daunting prospect, and high-quality care is far from guaranteed. In England, a shocking recently published report found a large majority of hospital maternity services to be unsafe or in need of improvement.

Criticisms of medical systems and particular, persistent issues with maternity care are in many cases valid. A significant number of the women interviewed for the inquiry had in the past undergone distressing births.

Skepticism and the Spread of Falsehoods

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

Concern is rising that such beliefs are acquiring more widespread purchase. One paper given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. The inquiry 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 organization does not present itself to be a certified medical provider.

The Need for Safeguards 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 beneficial effect. But there is also a critical necessity for safeguards from dangerous advice. It is widely understood that the algorithms used by tech companies reward 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 organizations such as the World Health Organization should also create plans for the online information landscape so that science-based healthcare is not undermined.