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In spite of all the proven advances of modern medicine, certain people are drawn to non-traditional or “holistic” cures and practices. Many of these are not dangerous. As one cancer specialist noted recently, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a practice is in addition to, and not in place of, evidence-based treatment, this is usually not a concern. If it reduces distress, it can be beneficial.

The Proliferation of Online Health Figures

But the explosion of online health influencers presents problems that governments and oversight bodies in many countries have yet to grasp. A recent inquiry into a particular business offering membership and advice to expectant mothers has exposed numerous cases of third-trimester fetal deaths or other serious harm involving mothers or birth attendants associated with it. While the entity is headquartered in North Carolina, its reach is global.

“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 Background

Childbirth without medical assistance, known as free birth, is permitted in nations including the UK and US. The potential dangers are not well understood due to a lack of reliable information. Childbirth can be a frightening prospect, and high-quality care is far from guaranteed. In England, a shocking recently published report found two-thirds of maternity units to be unsafe or in need of improvement.

Concerns of medical systems and specific, longstanding issues with maternity care are in many cases justified. A significant number of the women spoken to for the inquiry had in the past experienced traumatic births.

Skepticism and the Spread of Misinformation

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

Concern is growing that such ideas are gaining more widespread traction. One presentation given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the facade of an anti-establishment community lies an enterprise that trains women as social media influencers as well as birth attendants. The organization does not present itself to be a qualified medical provider.

The Requirement for Protections and Reforms

There is no turning the clock back to a time when doctors were presumed to know best. Huge quantities of scientific research are published online and many people use these to beneficial effect. But there is also a need for safeguards from poor advice. It is well known that the algorithms used by tech companies promote more extreme content.

In the UK, improvements to childbirth care cannot come soon enough. They should include the choice of home birth and the provision of data to empower women in choosing their care. Ministers and bodies such as the World Health Organization should also create plans for the information ecosystem so that science-based healthcare is not compromised.