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

The Rise of Online Health Influencers

But the proliferation of online health influencers poses problems that governments and oversight bodies in many countries have yet to grasp. A recent inquiry into a particular organization offering membership and advice to expectant mothers has revealed numerous cases of late-term stillbirths or other serious harm connected to mothers or birth attendants associated with it. While the company is based in North Carolina, its reach is global.

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

Understanding the Risks and Background

Giving birth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The risks are not well understood due to a lack of reliable information. Childbirth can be a daunting experience, and excellent 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, persistent 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 Spread of Misinformation

But while distrust of institutions may be rooted in experience, it has also proved to be a fertile ground for other influencers seeking converts to their unconventional methods and DIY philosophy. During the pandemic, a “wellness” industry supposedly focused on healthy living was implicated in spreading lies about vaccines and fuelling suspicion about official advice.

Concern is growing that such ideas are gaining more general purchase. One paper 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 rebellious community lies an operation that coaches women as social media influencers as in addition to birth attendants. The organization does not claim to be a certified medical provider.

The Requirement for Safeguards and Improvements

There is no going back to a time when doctors were assumed to know best. Huge quantities of scientific research are made available online and many people use these to positive effect. But there is also a critical necessity for protections from poor advice. It is widely understood that the algorithms used by tech companies reward increasingly sensational content.

In the UK, improvements to childbirth care cannot come soon enough. They should include the option of home birth and the provision of data to support women in making decisions. Policymakers and bodies such as the World Health Organization should also create strategies for the online information landscape so that evidence-based healthcare is not undermined.