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In spite of all the established progress of contemporary medicine, certain people are drawn to alternative or “holistic” cures and practices. Many of these are not dangerous. As one cancer specialist observed recently, people undergoing cancer treatment will often try meditation or vitamins too. When such a practice is in addition to, and not in place of, scientifically-backed treatment, this is typically not a problem. If it reduces distress, it can be beneficial.

The Rise of Digital Health Influencers

But the proliferation of online health influencers poses problems that authorities and regulators in many countries have yet to grasp. An investigation into one such business offering membership and advice to pregnant mothers has exposed dozens cases of third-trimester stillbirths or other severe injury involving mothers or birth attendants associated with it. While the entity is based in North Carolina, its influence is international.

“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 Dangers and Context

Childbirth without medical assistance, known as free birth, is legal in countries including the UK and US. The potential dangers are not well understood due to a absence of data. Childbirth can be a frightening experience, and excellent care is not guaranteed. In England, a shocking 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, persistent issues with maternity care are in many cases valid. Many of the women spoken to for the inquiry had previously experienced distressing births.

Distrust and the Proliferation of Falsehoods

But while distrust of institutions may be rooted in experience, it has also proved to be a fertile ground for other influencers seeking converts to their unconventional methods and DIY philosophy. During the pandemic, a “well-being” industry supposedly focused on healthy living was implicated in spreading lies about vaccines and feeding paranoia about government advice.

Concern is growing that such beliefs are acquiring more widespread purchase. One paper 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 anti-establishment sisterhood lies an operation that trains women as social media influencers as well as birth attendants. The organization does not claim to be a certified medical provider.

The Requirement 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 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 automated systems used by tech companies promote increasingly sensational content.

In the UK, necessary reforms to childbirth care cannot come soon enough. They must include the choice of home birth and the availability of clear information to support women in choosing their care. Ministers and bodies including the World Health Organization should also create strategies for the online information landscape so that evidence-based healthcare is not compromised.