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In spite of all the proven advances of contemporary medicine, some people are attracted to non-traditional or “natural” remedies and practices. A number of these are not dangerous. As one 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 instead of, scientifically-backed treatment, this is usually not a problem. If it reduces distress, it can help.

The Rise of Online Health Influencers

But the proliferation of online health influencers poses challenges that governments and oversight bodies in many countries have not fully understood. An investigation into one such organization 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 associated with it. While the entity is headquartered in North Carolina, its reach is global.

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

Understanding the Dangers and Context

Childbirth without medical assistance, sometimes called free birth, is legal in nations including the UK and US. The potential dangers are poorly documented due to a lack of data. Childbirth can be a daunting prospect, and excellent care is not guaranteed. In England, a shocking recent report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Concerns of medical systems and specific, longstanding issues with maternity care are in many cases valid. Many of the women interviewed for the investigation had previously undergone distressing births.

Skepticism and the Spread of Misinformation

But while distrust of established systems may be rooted in experience, it has also proved to be a breeding ground for other influencers looking for converts 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 fuelling paranoia about government advice.

Worry is rising that such ideas 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 facade of an anti-establishment community lies an enterprise that trains women as social media influencers as well as birth attendants. The group does not claim to be a qualified 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 need for protections from poor advice. It is widely understood that the automated systems used by tech companies reward more extreme content.

In the UK, necessary reforms to maternity services are urgently needed. They should include the choice of home birth and the availability of clear information to empower women in choosing their care. Ministers and organizations such as the World Health Organization should also develop strategies for the online information landscape so that science-based healthcare is not undermined.