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In spite of all the established advances of modern medicine, certain people are drawn to non-traditional or “natural” remedies and approaches. Many of these are not dangerous. As one cancer specialist noted in the past year, people undergoing cancer treatment will often try meditation or vitamins as well. 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 help.

The Rise of Online Health Influencers

But the explosion of online health influencers presents problems that governments and oversight bodies in many countries have not fully understood. A recent inquiry into a particular business offering membership and advice to pregnant mothers has exposed numerous cases of late-term stillbirths or other serious harm involving mothers or birth attendants associated with it. While the entity is based in North Carolina, its reach is global.

“Across whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” according to a expert of midwifery.

Examining the Dangers and Context

Childbirth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The potential dangers are poorly documented due to a absence of data. Childbirth can be a frightening prospect, and high-quality care is not guaranteed. In England, a shocking recent report found a large majority of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and specific, persistent issues with maternity care are in many cases justified. A significant number of the women interviewed for the investigation had in the past undergone traumatic births.

Skepticism and the Proliferation of Misinformation

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

Worry is rising that such beliefs are gaining more widespread traction. One presentation given at a medical symposium 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 operation that trains women as social media influencers as well as birth attendants. The group does not present itself to be a qualified medical provider.

The Need for Protections and Improvements

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

In the UK, improvements to childbirth care are urgently needed. They should include the choice of home birth and the provision of clear information to support women in choosing their care. Ministers and bodies such as the World Health Organization should also develop strategies for the information ecosystem so that science-based healthcare is not compromised.