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In spite of all the proven progress of contemporary medicine, certain people are attracted to alternative or “natural” cures and approaches. A number of these do no harm. As one cancer specialist noted in the past year, people undergoing cancer treatment will often try meditation or vitamins too. When such a change is alongside, and not in place of, evidence-based treatment, this is usually not a problem. If it lessens distress, it can be beneficial.

The Rise of Online 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 one such organization providing membership and advice to pregnant mothers has revealed dozens cases of third-trimester stillbirths or other serious harm connected to mothers or birth attendants associated with it. While the entity is headquartered in North Carolina, its reach is global.

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

Examining the Risks and Background

Childbirth without medical assistance, known as free birth, is permitted in countries including the UK and US. The risks are not well understood due to a absence of reliable information. Childbirth can be a frightening experience, and excellent care is not guaranteed. In England, a alarming recently published report found a large majority of hospital maternity services to be unsafe or in need of improvement.

Concerns of medical systems and particular, longstanding issues with maternity care are in many cases valid. Many of the women interviewed for the investigation had in the past undergone distressing births.

Distrust and the Proliferation of Misinformation

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

Worry is rising that such beliefs are gaining more widespread purchase. One presentation given at a medical symposium focused on misinformation, which it said had “significantly deteriorated 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 claim to be a certified medical provider.

The Requirement for Safeguards 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 beneficial effect. But there is also a need for protections from dangerous advice. It is well known that the algorithms used by tech companies reward more extreme content.

In the UK, necessary reforms to childbirth care are urgently needed. They must include the choice of home birth and the provision of clear information to empower women in making decisions. Policymakers and bodies including the World Health Organization should also create plans for the online information landscape so that science-based healthcare is not compromised.