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In spite of all the proven progress of modern medicine, certain people are attracted to non-traditional or “natural” remedies and practices. A number of these do no harm. As a cancer specialist noted recently, people undergoing cancer treatment will often try meditation or vitamins too. When such a change is alongside, and not instead of, evidence-based treatment, this is usually not a concern. If it reduces distress, it can help.

The Rise of Digital Health Influencers

But the explosion of online health influencers poses problems that authorities and oversight bodies in many countries have yet to grasp. An investigation into one such business offering membership and advice to expectant mothers has revealed numerous cases of late-term fetal deaths or other severe injury involving mothers or birth attendants associated with it. While the entity is headquartered in North Carolina, its influence is international.

“For whole populations, going through labour and birth without skilled support is associated with higher levels of risk for mother and baby,” according to a professor of midwifery.

Examining the Dangers and Context

Giving birth without medical assistance, known as free birth, is legal in countries including the UK and US. The risks are not well understood due to a absence of reliable information. Childbirth can be a daunting prospect, and excellent care is not guaranteed. In England, a shocking recently published report found two-thirds of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and specific, persistent issues with maternity care are in many cases justified. A significant number of the women spoken to for the investigation had previously undergone traumatic births.

Skepticism and the Spread of Falsehoods

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

Concern is rising that such ideas are gaining more general traction. One presentation given at a medical symposium focused on misinformation, which it said had “significantly deteriorated 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 in addition to birth attendants. The group does not present itself to be a certified 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 positive effect. But there is also a critical necessity for protections from dangerous advice. It is well known that the algorithms used by tech companies reward more extreme content.

In the UK, improvements to childbirth care 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 bodies including the World Health Organization should also create strategies for the information ecosystem so that evidence-based healthcare is not compromised.