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In spite of all the established advances of contemporary medicine, certain people are drawn to non-traditional or “natural” remedies and approaches. Many of these do no harm. As a cancer specialist noted recently, people receiving cancer treatment will often try meditation or vitamins as well. When such a change is in addition to, and not in place of, scientifically-backed treatment, this is usually not a problem. If it reduces distress, it can help.

The Rise of Online Health Influencers

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 organization offering membership and advice to expectant mothers has exposed numerous cases of third-trimester fetal deaths or other severe injury involving mothers or birth attendants linked with it. While the entity is based in North Carolina, its influence is global.

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

Examining the Dangers and Background

Giving birth without medical assistance, sometimes called free birth, is permitted in countries including the UK and US. The potential dangers are poorly documented due to a absence of data. 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 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.

Skepticism and the Spread of Falsehoods

But while distrust of established systems may be rooted in experience, it has also become a breeding ground for other influencers seeking followers to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry supposedly focused on healthy living was implicated in spreading falsehoods about vaccines and feeding suspicion about official advice.

Concern is rising that such beliefs are acquiring more general traction. One presentation given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. The inquiry shows that behind the facade of an rebellious community lies an operation that trains women as social media influencers as in addition to birth attendants. The organization does not present itself to be a qualified medical provider.

The Need for Protections and Reforms

There is no going back to a time when doctors were assumed to know best. Vast quantities of scientific research are published online and many people use these to beneficial effect. But there is also a need for protections from dangerous advice. It is widely understood that the algorithms used by tech companies promote more extreme content.

In the UK, improvements to childbirth care cannot come soon enough. They must include the option of home birth and the availability of clear information to support women in choosing their care. Ministers and bodies such as the World Health Organization should also develop plans for the information ecosystem so that science-based healthcare is not undermined.