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In spite of all the established advances of modern medicine, some people are drawn to non-traditional or “natural” remedies and practices. A number of these do no harm. As one cancer specialist noted in the past year, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a practice is in addition to, and not instead of, evidence-based treatment, this is usually not a problem. If it reduces distress, it can help.

The Rise of Digital Health Influencers

But the explosion of online health influencers presents problems that authorities and oversight bodies in many countries have yet to grasp. An investigation into a particular business offering membership and advice to expectant mothers has exposed numerous cases of late-term stillbirths or other severe injury involving mothers or birth attendants linked with it. While the company is based 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 expert of midwifery.

Understanding the Dangers and Context

Childbirth without medical assistance, known as free birth, is permitted in countries including the UK and US. The risks are poorly documented due to a absence of data. Childbirth can be a daunting prospect, and excellent care is far from guaranteed. In England, a alarming recently published report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Criticisms of medical systems and particular, persistent issues with maternity care are in many cases justified. Many of the women interviewed for the investigation had in the past experienced traumatic births.

Distrust and the Proliferation of Falsehoods

But while distrust of established systems may be based on experience, it has also become a fertile ground for other influencers looking for converts to their unconventional methods and DIY philosophy. During the pandemic, a “well-being” industry ostensibly focused on healthy living was involved in spreading falsehoods about vaccines and fuelling paranoia about official advice.

Worry is growing that such ideas are acquiring more widespread purchase. One presentation given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the facade of an rebellious community lies an operation that coaches women as social media influencers as in addition to 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 assumed to know best. Vast 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, improvements to childbirth care are urgently needed. They should include the option of home birth and the availability of data to empower women in making decisions. Policymakers and organizations including the World Health Organization should also create plans for the information ecosystem so that evidence-based healthcare is not undermined.