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Despite all the proven advances of modern medicine, some people are drawn to non-traditional or “natural” cures and approaches. A number of these do no harm. As a cancer specialist observed in the past year, people undergoing cancer treatment will often try meditation or vitamins too. When such a practice is in addition to, and not instead of, evidence-based treatment, this is typically not a problem. If it reduces distress, it can help.

The Rise of Online Health Figures

But the proliferation of online health influencers poses problems that governments and oversight bodies in many countries have not fully understood. A recent inquiry into a particular business offering membership and advice to pregnant mothers has exposed numerous cases of third-trimester fetal deaths or other serious harm connected to mothers or birth attendants associated with it. While the company is based in North Carolina, its reach is international.

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

Examining the Risks and Background

Giving birth without medical assistance, sometimes called free birth, is legal in countries including the UK and US. The risks are not well understood due to a lack of data. Childbirth can be a daunting experience, and excellent care is far from guaranteed. In England, a shocking recently published report found a large majority of hospital maternity services to be unsafe or in need of improvement.

Criticisms 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 undergone distressing births.

Distrust and the Spread of Falsehoods

But while mistrust of established systems may be based on experience, it has also proved to be a breeding ground for other influencers seeking converts to their unorthodox methods and DIY ethos. During the pandemic, a “wellness” industry ostensibly focused on healthy living was implicated in spreading lies about vaccines and fuelling paranoia about government advice.

Concern is rising that such ideas are acquiring 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 facade of an rebellious sisterhood lies an operation 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 Requirement 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 published online and many people use these to beneficial effect. But there is also a critical necessity for protections from dangerous advice. It is well known that the automated systems 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 provision of data to support women in choosing their care. Ministers and organizations including the World Health Organization should also develop strategies for the online information landscape so that evidence-based healthcare is not compromised.