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In spite of all the established progress of modern medicine, some people are drawn to non-traditional or “natural” cures and practices. Many of these do no harm. As a cancer specialist observed recently, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a practice is alongside, and not in place of, scientifically-backed treatment, this is typically not a concern. If it lessens distress, it can be beneficial.

The Rise of Online Health Figures

But the proliferation of online health influencers presents problems that authorities and regulators in many countries have not fully understood. A recent inquiry into one such business offering membership and advice to pregnant mothers has revealed numerous cases of third-trimester stillbirths or other serious harm involving mothers or birth attendants associated with it. While the company is based in North Carolina, its reach is international.

“For 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 Dangers and Context

Giving birth without medical assistance, known as free birth, is legal in nations including the UK and US. The risks are not well understood due to a lack of data. Childbirth can be a daunting prospect, and excellent care is far from guaranteed. In England, a shocking recently published 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 justified. Many of the women spoken to for the investigation had previously experienced traumatic births.

Distrust and the Proliferation of Misinformation

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

Worry is rising that such ideas are acquiring more general purchase. One paper 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 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 certified medical provider.

The Need for Safeguards and Improvements

There is no going 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 algorithms used by tech companies promote increasingly sensational content.

In the UK, improvements to maternity services are urgently needed. They should include the choice of home birth and the provision of clear information to support women in making decisions. Policymakers and bodies such as the World Health Organization should also develop strategies for the information ecosystem so that evidence-based healthcare is not compromised.