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Despite all the proven progress of contemporary medicine, certain people are attracted to non-traditional or “natural” cures and practices. A number of these are not dangerous. As a cancer specialist noted in the past year, people undergoing cancer treatment will often try meditation or vitamins too. When such a change is alongside, and not instead of, scientifically-backed treatment, this is typically not a concern. If it lessens distress, it can be beneficial.

The Proliferation of Online Health Figures

But the explosion of online health influencers poses problems that governments and regulators in many countries have not fully understood. An investigation into a particular organization 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 company is based in North Carolina, its influence is international.

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

Examining the Dangers and Context

Childbirth without medical assistance, known as free birth, is legal in nations including the UK and US. The risks are not well understood due to a absence of data. Childbirth can be a frightening prospect, and excellent care is far from 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, persistent issues with maternity care are in many cases valid. A significant number of the women interviewed for the inquiry had previously undergone distressing births.

Skepticism and the Proliferation of Misinformation

But while distrust of established systems may be based on experience, it has also become a breeding ground for other influencers looking for converts to their unconventional methods and DIY philosophy. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in spreading falsehoods about vaccines and fuelling suspicion about government advice.

Concern is growing that such beliefs are acquiring more widespread traction. One presentation given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. The inquiry shows that behind the facade of an anti-establishment sisterhood lies an enterprise that coaches women as social media influencers as well as birth attendants. The organization does not present itself to be a certified medical provider.

The Requirement for Protections and Improvements

There is no going back to a time when doctors were assumed to know best. Huge quantities of scientific research are published online and many people use these to beneficial effect. But there is also a need for safeguards from poor advice. It is well known that the algorithms used by tech companies reward more extreme content.

In the UK, improvements to childbirth care are urgently needed. They must include the choice of home birth and the availability of data to support women in making decisions. Policymakers and organizations such as the World Health Organization should also develop strategies for the information ecosystem so that science-based healthcare is not undermined.