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Despite all the proven advances of modern medicine, some people are drawn to non-traditional or “holistic” remedies and practices. Many of these are not dangerous. As one cancer specialist noted in the past year, people undergoing cancer treatment will often try meditation or vitamins as well. When such a change is in addition to, and not instead of, scientifically-backed treatment, this is usually not a problem. If it reduces distress, it can help.

The Proliferation of Digital Health Influencers

But the explosion of online health influencers poses problems that authorities and regulators in many countries have yet to grasp. An investigation into one such organization offering membership and advice to expectant mothers has revealed numerous cases of third-trimester fetal deaths or other severe injury involving mothers or birth attendants linked with it. While the company is based in North Carolina, its reach 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.

Understanding the Risks and Context

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 absence of data. Childbirth can be a frightening experience, 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 specific, persistent issues with maternity care are in many cases justified. A significant number of the women interviewed for the inquiry had previously experienced traumatic births.

Skepticism and the Proliferation of Misinformation

But while distrust of established systems may be based on experience, it has also become a fertile ground for other influencers looking for converts to their unorthodox methods and DIY philosophy. During the pandemic, a “well-being” industry ostensibly focused on healthy living was implicated in spreading lies about vaccines and feeding suspicion about government advice.

Concern is growing that such beliefs are gaining more widespread purchase. One presentation given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. The inquiry 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 qualified 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 positive effect. But there is also a need for protections from dangerous advice. It is well known that the algorithms used by tech companies promote increasingly sensational content.

In the UK, improvements to childbirth care are urgently needed. They must include the option of home birth and the provision of clear information to support women in choosing their care. Ministers and bodies including the World Health Organization should also create plans for the online information landscape so that evidence-based healthcare is not compromised.