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In spite of all the proven progress of modern medicine, some people are attracted to alternative or “natural” remedies and practices. A number of these are not dangerous. As one cancer specialist observed in the past year, people undergoing cancer treatment will frequently try meditation or vitamins as well. When such a change is in addition to, and not in place of, evidence-based treatment, this is typically not a concern. If it reduces distress, it can help.

The Proliferation of Digital Health Influencers

But the explosion of online health influencers poses challenges that authorities and regulators in many countries have not fully understood. An investigation into one such business providing 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 based in North Carolina, its influence is international.

“For 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

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 prospect, and excellent care is not guaranteed. In England, a shocking recently published report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Criticisms of medical systems and specific, persistent issues with maternity care are in many cases valid. A significant number of the women interviewed for the investigation had in the past undergone distressing births.

Skepticism and the Proliferation of Falsehoods

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

Concern is growing that such beliefs are acquiring more widespread traction. One paper 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 enterprise that trains women as social media influencers as well as birth attendants. The group does not present itself to be a qualified medical provider.

The Requirement for Protections and Reforms

There is no turning the clock back to a time when doctors were presumed to know best. Vast quantities of scientific research are made available online and many people use these to beneficial effect. But there is also a critical necessity for safeguards from poor advice. It is well known that the automated systems used by tech companies promote more extreme content.

In the UK, necessary reforms to maternity services are urgently needed. They should include the option of home birth and the availability of clear information to empower women in making decisions. Policymakers and bodies such as the World Health Organization should also create strategies for the online information landscape so that science-based healthcare is not compromised.