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Despite all the proven progress of modern medicine, certain people are attracted to non-traditional or “holistic” cures and practices. Many of these do no harm. As a cancer specialist noted recently, people receiving cancer treatment will frequently try meditation or vitamins as well. When such a change is in addition to, and not instead of, scientifically-backed treatment, this is typically not a concern. If it reduces distress, it can be beneficial.

The Proliferation of Online Health Influencers

But the proliferation of online health influencers poses problems that governments and regulators in many countries have yet to grasp. An investigation into one such business offering membership and advice to pregnant mothers has exposed numerous cases of late-term stillbirths or other serious harm connected to mothers or birth attendants linked with it. While the company is based in North Carolina, its reach is global.

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

Examining the Dangers and Background

Childbirth without medical assistance, sometimes called free birth, is permitted in countries including the UK and US. The potential dangers are poorly documented due to a lack of reliable information. Childbirth can be a daunting prospect, and high-quality care is not guaranteed. In England, a shocking recent report found two-thirds of maternity units to be unsafe or in need of improvement.

Criticisms of medical systems and particular, longstanding issues with maternity care are in many cases justified. Many of the women spoken to for the inquiry had previously experienced distressing births.

Skepticism and the Spread of Misinformation

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

Concern is rising that such ideas are acquiring more general traction. One paper given at a cancer conference focused on misinformation, which it said had “acutely worsened in the past decade”. This investigation shows that behind the facade of an anti-establishment community lies an operation that coaches women as social media influencers as in addition to birth attendants. The group does not present itself to be a qualified medical provider.

The Need for Protections and Improvements

There is no turning the clock 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 safeguards from dangerous advice. It is widely understood that the automated systems used by tech companies reward more extreme content.

In the UK, necessary reforms to childbirth care cannot come soon enough. They must include the option of home birth and the provision of clear information to empower women in making decisions. Ministers and organizations such as the World Health Organization should also develop strategies for the online information landscape so that evidence-based healthcare is not compromised.