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In spite of all the established progress of contemporary medicine, some people are drawn to alternative or “natural” remedies and practices. Many of these do no harm. As a cancer specialist observed recently, people receiving cancer treatment will often try meditation or vitamins too. 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 help.

The Rise of Online Health Influencers

But the explosion of online health influencers poses problems that authorities and oversight bodies in many countries have not fully understood. An investigation into one such business providing membership and advice to pregnant mothers has revealed numerous cases of third-trimester stillbirths or other severe injury connected to mothers or birth attendants associated with it. While the company is based in North Carolina, its influence is global.

“Across whole populations, going through labour and birth without professional support is associated with higher levels of risk for mother and baby,” according to a expert of midwifery.

Examining the Risks and Context

Giving birth without medical assistance, known as free birth, is permitted in countries including the UK and US. The potential dangers are not well understood due to a lack of reliable information. Childbirth can be a daunting prospect, and high-quality care is far from guaranteed. In England, a alarming recent 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 justified. Many of the women spoken to for the investigation had in the past experienced traumatic births.

Skepticism and the Spread of Misinformation

But while distrust of established systems may be rooted in experience, it has also become a fertile ground for other influencers seeking converts to their unorthodox methods and DIY philosophy. During the pandemic, a “well-being” industry supposedly focused on healthy living was implicated in disseminating falsehoods about vaccines and fuelling suspicion about official advice.

Worry is rising that such ideas are gaining more widespread traction. 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 organization does not claim to be a certified medical provider.

The Need for Safeguards and Improvements

There is no turning the clock back to a time when doctors were presumed to know best. Huge quantities of scientific research are made available online and many people use these to positive effect. But there is also a need for safeguards from poor advice. It is widely understood that the automated systems used by tech companies reward increasingly sensational content.

In the UK, improvements to maternity services are urgently needed. They must include the option of home birth and the availability of data to empower women in choosing their care. Ministers and organizations such as the World Health Organization should also develop strategies for the information ecosystem so that science-based healthcare is not undermined.