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Despite all the proven progress of contemporary medicine, certain people are drawn to alternative or “natural” cures and approaches. Many of these do no harm. As a cancer specialist observed recently, people undergoing cancer treatment will often try meditation or vitamins too. When such a change is alongside, and not instead of, scientifically-backed treatment, this is typically not a problem. If it lessens distress, it can help.

The Rise of Online Health Influencers

But the proliferation of online health influencers poses problems that authorities and regulators in many countries have yet to grasp. An investigation into a particular business providing membership and advice to pregnant mothers has exposed dozens cases of third-trimester fetal deaths or other severe injury involving mothers or birth attendants associated with it. While the company 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 Background

Childbirth without medical assistance, known as free birth, is legal in nations including the UK and US. The potential dangers are poorly documented due to a absence of reliable information. Childbirth can be a daunting prospect, and excellent care is not guaranteed. In England, a alarming recently published report found a large majority of hospital maternity services to be unsafe or in need of improvement.

Concerns of medical systems and particular, longstanding issues with maternity care are in many cases valid. Many of the women spoken to for the inquiry had previously experienced distressing births.

Skepticism and the Proliferation of Falsehoods

But while mistrust of institutions may be rooted in experience, it has also proved to be a fertile ground for other influencers seeking converts to their unorthodox methods and DIY philosophy. During the pandemic, a “wellness” industry supposedly focused on healthy living was involved in disseminating lies about vaccines and fuelling paranoia about government advice.

Concern is growing that such ideas are gaining more general traction. 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 anti-establishment sisterhood lies an operation that trains women as social media influencers as well as birth attendants. The organization does not claim to be a qualified 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. Huge quantities of scientific research are published online and many people use these to beneficial effect. But there is also a critical necessity for protections from poor advice. It is well known that the automated systems used by tech companies promote increasingly sensational content.

In the UK, necessary reforms to childbirth care are urgently needed. They should include the choice of home birth and the provision of clear information to support women in choosing their care. Ministers and organizations including the World Health Organization should also develop plans for the online information landscape so that science-based healthcare is not undermined.