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Despite all the proven advances of modern medicine, certain people are attracted to alternative or “natural” cures and approaches. Many of these do no harm. As one cancer specialist observed in the past year, people receiving cancer treatment will frequently try meditation or vitamins too. When such a change is in addition to, and not in place of, scientifically-backed treatment, this is typically not a concern. If it reduces distress, it can help.

The Proliferation of Digital Health Figures

But the explosion of online health influencers presents challenges that authorities and regulators in many countries have yet to grasp. A recent inquiry into one such organization offering membership and advice to expectant mothers has exposed numerous cases of third-trimester stillbirths or other severe injury connected to mothers or birth attendants associated with it. While the entity is based in North Carolina, its reach is international.

“Across whole populations, going through labour and birth without skilled 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 legal in countries including the UK and US. The risks are not well understood due to a absence of data. Childbirth can be a daunting prospect, and excellent care is not guaranteed. In England, a alarming recently published report found two-thirds of maternity units to be unsafe or in need of improvement.

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

Skepticism and the Proliferation of Falsehoods

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

Concern is growing that such beliefs are acquiring more general purchase. One paper given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. The inquiry shows that behind the image of an anti-establishment sisterhood lies an enterprise 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 turning the clock back to a time when doctors were presumed to know best. Huge quantities of scientific research are made available online and many people use these to positive effect. But there is also a need for safeguards from dangerous advice. It is well known that the automated systems used by tech companies reward increasingly sensational content.

In the UK, necessary reforms to maternity services are urgently needed. They must include the choice of home birth and the availability of clear information to empower women in choosing their care. Policymakers and organizations such as the World Health Organization should also develop plans for the online information landscape so that science-based healthcare is not compromised.