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In spite of all the proven advances of modern medicine, some people are drawn to non-traditional or “holistic” cures and practices. A number of these are not dangerous. As a cancer specialist observed in the past year, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a change is alongside, and not instead of, scientifically-backed treatment, this is typically not a concern. If it lessens distress, it can help.

The Proliferation of Digital Health Influencers

But the proliferation of online health influencers presents challenges that governments and oversight bodies in many countries have not fully understood. An investigation into one such business offering membership and advice to expectant mothers has revealed numerous cases of third-trimester stillbirths or other severe injury involving mothers or birth attendants linked with it. While the entity is based in North Carolina, its reach is global.

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

Understanding the Risks and Context

Childbirth without medical assistance, sometimes called free birth, is permitted in countries including the UK and US. The risks are poorly documented due to a lack of reliable information. Childbirth can be a frightening prospect, and excellent care is not 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 specific, persistent issues with maternity care are in many cases valid. A significant number of the women spoken to for the investigation had previously undergone traumatic births.

Distrust and the Spread of Falsehoods

But while mistrust of established systems may be based on experience, it has also become a fertile ground for other influencers seeking followers to their unorthodox methods and DIY philosophy. During the pandemic, a “well-being” industry supposedly focused on healthy living was implicated in spreading lies about vaccines and feeding suspicion about official advice.

Concern is growing that such ideas are acquiring more widespread traction. One presentation given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the facade of an anti-establishment community lies an enterprise that coaches women as social media influencers as well as birth attendants. The organization does not claim to be a qualified medical provider.

The Requirement for Protections and Reforms

There is no turning the clock back to a time when doctors were presumed 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 well known that the algorithms used by tech companies reward increasingly sensational content.

In the UK, improvements to maternity services are urgently needed. They must include the choice of home birth and the availability of clear information to empower women in making decisions. Ministers and bodies including the World Health Organization should also develop plans for the information ecosystem so that science-based healthcare is not undermined.