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Despite all the proven progress of contemporary medicine, certain people are drawn to non-traditional or “natural” cures and practices. A number of these are not dangerous. As one cancer specialist noted recently, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a practice is alongside, and not in place of, evidence-based 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 presents problems that governments and regulators in many countries have not fully understood. An investigation into one such business providing membership and advice to expectant mothers has revealed numerous cases of late-term fetal deaths or other serious harm involving mothers or birth attendants associated with it. While the entity is headquartered in North Carolina, its influence is international.

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

Examining the Risks and Context

Giving birth without medical assistance, sometimes called free birth, is permitted in countries including the UK and US. The risks are not well understood due to a absence of reliable information. Childbirth can be a daunting prospect, and excellent care is not guaranteed. In England, a alarming recent report found two-thirds of maternity units to be unsafe or in need of improvement.

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

Skepticism and the Spread of Misinformation

But while distrust of institutions may be based on experience, it has also proved to be a fertile ground for other influencers looking for converts to their unconventional methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was implicated in spreading falsehoods about vaccines and fuelling suspicion about government advice.

Concern is rising that such beliefs are gaining more general traction. One paper given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the image of an rebellious community lies an enterprise that trains women as social media influencers as in addition to birth attendants. The organization does not claim to be a qualified medical provider.

The Requirement for Safeguards and Reforms

There is no going back to a time when doctors were presumed 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 protections from dangerous advice. It is widely understood that the algorithms used by tech companies reward increasingly sensational content.

In the UK, necessary reforms to childbirth care are urgently needed. They should include the choice of home birth and the provision of data 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 evidence-based healthcare is not compromised.