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In spite of all the proven advances of modern medicine, certain people are drawn to non-traditional or “natural” remedies and practices. Many of these are not dangerous. As one cancer specialist noted in the past year, people undergoing cancer treatment will frequently try meditation or vitamins too. When such a change is in addition to, and not in place of, evidence-based treatment, this is usually not a concern. If it reduces distress, it can help.

The Proliferation of Digital Health Figures

But the proliferation of online health influencers poses problems that authorities and regulators in many countries have not fully understood. An investigation into one such organization offering membership and advice to pregnant mothers has revealed numerous cases of late-term stillbirths or other severe injury involving mothers or birth attendants associated with it. While the entity is headquartered in North Carolina, its reach is global.

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

Examining the Risks and Context

Childbirth without medical assistance, known as free birth, is legal in countries including the UK and US. The potential dangers are poorly documented due to a absence of data. Childbirth can be a frightening experience, and high-quality care is far from guaranteed. In England, a shocking recently published report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Concerns of medical systems and particular, persistent issues with maternity care are in many cases justified. Many of the women interviewed for the investigation had previously experienced distressing births.

Skepticism and the Spread of Falsehoods

But while distrust of institutions may be based on experience, it has also proved to be a breeding ground for other influencers looking for converts to their unconventional methods and DIY philosophy. During the pandemic, a “well-being” industry supposedly focused on healthy living was involved in disseminating falsehoods about vaccines and feeding paranoia about government advice.

Worry is growing that such beliefs are acquiring more widespread purchase. One presentation given at a medical symposium focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the image of an anti-establishment sisterhood lies an operation 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 Need for Protections and Reforms

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 need for protections from dangerous advice. It is widely understood that the algorithms used by tech companies reward more extreme content.

In the UK, improvements to childbirth care cannot come soon enough. They must include the option of home birth and the availability of data to support women in choosing their care. Policymakers and bodies such as the World Health Organization should also develop plans for the online information landscape so that science-based healthcare is not compromised.