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In spite of all the proven advances of contemporary medicine, some people are drawn to alternative or “natural” cures and practices. Many of these do no harm. As a cancer specialist observed in the past year, people undergoing cancer treatment will often try meditation or vitamins as well. When such a practice is alongside, and not instead of, scientifically-backed treatment, this is usually not a problem. If it lessens distress, it can be beneficial.

The Proliferation of Digital Health Influencers

But the proliferation of online health influencers poses problems that authorities 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 revealed numerous cases of late-term fetal deaths or other severe injury connected to mothers or birth attendants associated with it. While the company is headquartered in North Carolina, its influence is global.

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

Understanding the Risks and Context

Giving birth 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 lack of data. Childbirth can be a daunting experience, and high-quality 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 valid. A significant number of the women spoken to for the inquiry had previously experienced distressing births.

Skepticism and the Spread of Falsehoods

But while mistrust of established systems may be rooted in experience, it has also become a breeding ground for other influencers looking for followers to their unconventional methods and DIY ethos. During the pandemic, a “well-being” industry supposedly focused on healthy living was involved in spreading falsehoods about vaccines and feeding paranoia about government advice.

Concern is rising that such beliefs are gaining more widespread purchase. One paper 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 community lies an enterprise that trains women as social media influencers as in addition to birth attendants. The group does not present itself to be a certified medical provider.

The Requirement for Safeguards and Improvements

There is no going back to a time when doctors were presumed to know best. Vast quantities of scientific research are made available online and many people use these to positive effect. But there is also a critical necessity for protections from dangerous advice. It is widely understood 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 availability of data to support women in making decisions. Ministers and bodies including the World Health Organization should also develop strategies for the information ecosystem so that science-based healthcare is not compromised.