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In spite of all the established progress of modern medicine, some people are attracted to non-traditional or “natural” cures and practices. Many of these do no harm. As a cancer specialist observed recently, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a practice is alongside, and not in place of, evidence-based treatment, this is usually not a problem. If it lessens distress, it can help.

The Rise of Digital Health Influencers

But the proliferation of online health influencers poses challenges that governments and oversight bodies in many countries have yet to grasp. An investigation into a particular business offering membership and advice to pregnant mothers has revealed numerous cases of third-trimester fetal deaths or other serious harm connected to mothers or birth attendants linked with it. While the entity is based in North Carolina, its reach is international.

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

Examining the Dangers and Background

Childbirth without medical assistance, known as free birth, is legal in nations including the UK and US. The risks are poorly documented due to a lack of reliable information. Childbirth can be a daunting prospect, and excellent care is not guaranteed. In England, a shocking recent report found a large majority of hospital maternity services 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 spoken to for the inquiry had in the past experienced traumatic births.

Skepticism and the Spread of Misinformation

But while distrust of institutions may be rooted in experience, it has also proved to be a breeding ground for other influencers looking for followers to their unorthodox methods and DIY ethos. During the pandemic, a “well-being” industry supposedly focused on healthy living was involved in spreading falsehoods about vaccines and fuelling suspicion about government advice.

Worry is rising that such beliefs are gaining more general purchase. One paper given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the image of an anti-establishment community lies an enterprise that trains women as social media influencers as well as birth attendants. The group does not present itself to be a certified medical provider.

The Need for Protections and Reforms

There is no going back to a time when doctors were presumed 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 poor advice. It is well known that the automated systems used by tech companies promote increasingly sensational content.

In the UK, necessary reforms to maternity services are urgently needed. They should include the option of home birth and the availability of data to empower women in choosing their care. Ministers and bodies including the World Health Organization should also create plans for the information ecosystem so that evidence-based healthcare is not undermined.