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In spite of all the proven advances of contemporary medicine, certain people are attracted to non-traditional or “holistic” cures and practices. Many of these do no harm. As one cancer specialist observed recently, people receiving cancer treatment will frequently try meditation or vitamins as well. When such a change is in addition to, and not instead of, evidence-based treatment, this is typically not a concern. If it reduces distress, it can help.

The Rise of Digital Health Influencers

But the proliferation of online health influencers poses problems that governments and oversight bodies in many countries have yet to grasp. An investigation into one such organization offering membership and advice to expectant mothers has exposed dozens cases of late-term stillbirths or other severe injury involving mothers or birth attendants associated with it. While the company is based in North Carolina, its influence is international.

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

Understanding the Risks and Background

Giving birth without medical assistance, sometimes called free birth, is legal 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 high-quality care is not 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 particular, longstanding issues with maternity care are in many cases valid. A significant number of the women spoken to for the inquiry had previously undergone traumatic births.

Skepticism and the Spread of Misinformation

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 unconventional methods and DIY ethos. During the pandemic, a “well-being” industry supposedly focused on healthy living was involved in disseminating falsehoods about vaccines and feeding suspicion about official advice.

Worry is growing that such ideas are gaining more general purchase. One presentation given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the image of an rebellious sisterhood lies an operation that trains women as social media influencers as well as birth attendants. The group does not claim to be a certified medical provider.

The Need 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 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 algorithms used by tech companies promote increasingly sensational content.

In the UK, improvements to maternity services cannot come soon enough. They must include the option of home birth and the provision of clear information to empower women in choosing their care. Policymakers and organizations including the World Health Organization should also develop strategies for the online information landscape so that science-based healthcare is not compromised.