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Despite all the established advances of modern medicine, certain people are drawn to non-traditional or “holistic” remedies and approaches. A number of these are not dangerous. As one cancer specialist observed recently, people receiving cancer treatment will often try meditation or vitamins as well. When such a change is alongside, and not instead of, scientifically-backed treatment, this is usually not a problem. If it lessens distress, it can be beneficial.

The Rise of Digital Health Influencers

But the explosion of online health influencers poses problems that governments and oversight bodies in many countries have not fully understood. A recent inquiry into a particular organization providing membership and advice to pregnant mothers has revealed dozens cases of late-term fetal deaths or other serious harm connected to mothers or birth attendants linked with it. While the entity is headquartered in North Carolina, its influence is international.

“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 expert of midwifery.

Examining the Dangers and Background

Childbirth without medical assistance, known as free birth, is permitted in countries including the UK and US. The potential dangers are not well understood due to a lack of data. Childbirth can be a daunting experience, and high-quality care is not guaranteed. In England, a alarming recent report found a large majority of hospital maternity services to be unsafe or in need of improvement.

Criticisms of medical systems and specific, longstanding issues with maternity care are in many cases justified. Many of the women spoken to for the investigation had in the past experienced traumatic births.

Skepticism and the Proliferation of Falsehoods

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

Worry is growing that such ideas 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”. 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 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. 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 poor advice. It is well known that the automated systems used by tech companies promote increasingly sensational content.

In the UK, improvements to childbirth care cannot come soon enough. They must include the choice of home birth and the availability of data 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.