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In spite of all the established advances of contemporary medicine, certain people are drawn to non-traditional or “natural” cures and approaches. A number of these are not dangerous. As a cancer specialist observed in the past year, people receiving cancer treatment will frequently try meditation or vitamins as well. 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 be beneficial.

The Rise of Online Health Figures

But the proliferation of online health influencers poses challenges that governments and regulators in many countries have not fully understood. A recent inquiry into a particular organization offering membership and advice to expectant mothers has revealed numerous cases of late-term fetal deaths or other severe injury involving mothers or birth attendants linked with it. While the entity is headquartered in North Carolina, its reach 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 countries including the UK and US. The potential dangers are not well understood due to a absence of data. Childbirth can be a frightening experience, and excellent care is far from guaranteed. In England, a shocking recent report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

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

Distrust and the Spread of Misinformation

But while mistrust of institutions may be rooted in experience, it has also become a fertile ground for other influencers seeking converts to their unorthodox methods and DIY ethos. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in disseminating falsehoods about vaccines and feeding paranoia about government advice.

Concern is growing 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”. This investigation shows that behind the facade of an rebellious community lies an enterprise that coaches women as social media influencers as in addition to birth attendants. The organization does not present itself to be a qualified medical provider.

The Need for Safeguards and Improvements

There is no going back to a time when doctors were assumed 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 poor advice. It is well known that the algorithms used by tech companies reward increasingly sensational content.

In the UK, necessary reforms to maternity services cannot come soon enough. They must include the choice of home birth and the availability of clear information to support women in making decisions. Policymakers and bodies including the World Health Organization should also develop strategies for the information ecosystem so that evidence-based healthcare is not undermined.