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In spite of all the proven advances of contemporary medicine, certain people are drawn to non-traditional or “holistic” remedies and practices. A number of these do no harm. As one cancer specialist noted in the past year, people undergoing cancer treatment will often try meditation or vitamins too. When such a change is alongside, and not in place of, evidence-based treatment, this is typically not a concern. If it lessens distress, it can be beneficial.

The Rise of Digital Health Influencers

But the proliferation of online health influencers poses challenges that governments and regulators in many countries have not fully understood. An investigation into a particular organization providing membership and advice to pregnant mothers has revealed numerous cases of third-trimester fetal deaths or other serious harm involving mothers or birth attendants linked with it. While the entity is headquartered in North Carolina, its influence is global.

“For 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.

Understanding the Risks and Context

Childbirth without medical assistance, known as free birth, is permitted in nations including the UK and US. The potential dangers are not well understood due to a absence of reliable information. Childbirth can be a frightening experience, and excellent care is far from guaranteed. In England, a alarming recent report found a large majority of maternity units to be unsafe or in need of improvement.

Criticisms 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 in the past undergone distressing births.

Skepticism and the Spread of Falsehoods

But while mistrust 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 supposedly focused on healthy living was involved in disseminating lies about vaccines and feeding paranoia about government advice.

Concern is growing that such ideas are gaining more general traction. One paper given at a cancer conference 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 coaches women as social media influencers as in addition to birth attendants. The group does not claim to be a qualified medical provider.

The Need for Protections and Improvements

There is no turning the clock 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 need for safeguards from poor advice. It is well known that the algorithms used by tech companies promote more extreme content.

In the UK, necessary reforms to maternity services cannot come soon enough. They must include the choice of home birth and the provision of data to empower women in making decisions. Policymakers and bodies such as the World Health Organization should also create plans for the online information landscape so that science-based healthcare is not compromised.