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In spite of all the proven progress of modern medicine, some people are attracted to non-traditional or “holistic” remedies and approaches. A number of these are not dangerous. As one cancer specialist noted in the past year, people undergoing cancer treatment will often try meditation or vitamins too. When such a practice is alongside, and not instead of, evidence-based treatment, this is usually not a problem. If it lessens distress, it can help.

The Proliferation of Online Health Influencers

But the explosion of online health influencers presents challenges that authorities and regulators in many countries have not fully understood. An investigation into a particular organization offering membership and advice to expectant mothers has revealed numerous cases of third-trimester 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 skilled support is associated with higher levels of risk for mother and baby,” as stated by a expert of midwifery.

Understanding the Dangers and Background

Giving birth without medical assistance, known as free birth, is legal in countries including the UK and US. The potential dangers are poorly documented due to a absence of reliable information. Childbirth can be a daunting experience, and excellent care is not guaranteed. In England, a shocking recently published report found two-thirds of hospital maternity services to be unsafe or in need of improvement.

Concerns of medical systems and specific, persistent issues with maternity care are in many cases valid. A significant number of the women spoken to for the inquiry had previously undergone distressing births.

Distrust and the Proliferation of Falsehoods

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

Worry is growing that such beliefs are gaining more widespread purchase. One presentation given at a cancer conference 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 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 Need for Protections and Improvements

There is no going back to a time when doctors were presumed to know best. Huge quantities of scientific research are published online and many people use these to beneficial effect. But there is also a need for safeguards from dangerous advice. It is well known that the automated systems used by tech companies reward more extreme content.

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