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Despite all the established advances of contemporary medicine, some people are attracted to non-traditional or “natural” cures and practices. Many of these do no harm. As one cancer specialist noted in the past year, people receiving cancer treatment will frequently 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 reduces distress, it can help.

The Rise of Online Health Influencers

But the proliferation of online health influencers poses problems that governments and regulators in many countries have yet to grasp. A recent inquiry into one such organization providing membership and advice to pregnant mothers has revealed numerous cases of late-term stillbirths or other severe injury involving mothers or birth attendants linked with it. While the entity is based 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.

Understanding the Risks and Background

Childbirth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The potential dangers are poorly documented due to a lack of data. Childbirth can be a daunting prospect, and excellent care is not guaranteed. In England, a alarming recently published report found a large majority of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and particular, persistent issues with maternity care are in many cases valid. Many of the women spoken to for the investigation had in the past experienced distressing births.

Skepticism and the Proliferation of Falsehoods

But while mistrust of established systems may be based on experience, it has also proved to be a fertile ground for other influencers looking for followers to their unorthodox methods and DIY ethos. During the pandemic, a “wellness” industry ostensibly focused on healthy living was involved in spreading falsehoods about vaccines and feeding suspicion about official advice.

Worry is growing that such ideas are acquiring more general purchase. One presentation given at a medical symposium focused on misinformation, which it said had “significantly deteriorated in the past decade”. This investigation shows that behind the facade of an rebellious sisterhood lies an enterprise that coaches 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 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 critical necessity for protections from dangerous advice. It is widely understood that the automated systems used by tech companies promote more extreme content.

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