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Despite all the proven advances of contemporary medicine, some people are drawn to non-traditional or “holistic” cures and approaches. A number of these do no harm. As a cancer specialist noted recently, people receiving 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 Digital Health Influencers

But the proliferation of online health influencers poses problems that authorities 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 serious harm connected to mothers or birth attendants associated with it. While the entity is based in North Carolina, its influence is international.

“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.

Understanding the Risks and Background

Giving birth without medical assistance, known as free birth, is permitted in nations including the UK and US. The risks are not well understood due to a lack of reliable information. Childbirth can be a frightening experience, and high-quality care is not guaranteed. In England, a shocking recent 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 interviewed for the inquiry had in the past experienced distressing births.

Skepticism and the Spread of Falsehoods

But while mistrust of institutions may be based on 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 “wellness” industry supposedly focused on healthy living was involved in spreading lies about vaccines and feeding paranoia about official advice.

Concern is rising that such beliefs are acquiring more widespread traction. One presentation given at a cancer conference focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the image of an anti-establishment sisterhood lies an enterprise that trains women as social media influencers as in addition to birth attendants. The group does not present itself to be a qualified medical provider.

The Need for Safeguards and Reforms

There is no turning the clock back to a time when doctors were assumed 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 dangerous advice. It is widely understood that the algorithms used by tech companies promote increasingly sensational content.

In the UK, improvements to childbirth care are urgently needed. They must include the option of home birth and the availability of data to empower women in making decisions. Ministers and bodies such as the World Health Organization should also create plans for the online information landscape so that evidence-based healthcare is not compromised.