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In spite of all the proven advances of contemporary medicine, some people are attracted to alternative or “natural” cures and approaches. Many of these do no harm. As one cancer specialist observed recently, people receiving cancer treatment will frequently try meditation or vitamins too. When such a practice 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 Rise of Digital Health Figures

But the explosion of online health influencers presents problems that authorities and regulators in many countries have yet to grasp. A recent inquiry into one such business offering membership and advice to expectant mothers has revealed dozens cases of late-term fetal deaths or other severe injury connected to mothers or birth attendants associated with it. While the company is headquartered in North Carolina, its reach is global.

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

Examining the Dangers and Context

Childbirth without medical assistance, sometimes called free birth, is permitted in countries including the UK and US. The risks are poorly documented due to a lack of data. Childbirth can be a daunting experience, and high-quality care is far from guaranteed. In England, a alarming recent report found two-thirds of maternity units 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 interviewed for the inquiry had in the past undergone traumatic births.

Distrust and the Proliferation of Misinformation

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

Concern is growing that such beliefs are acquiring more general purchase. One presentation given at a cancer conference 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 coaches women as social media influencers as in addition to birth attendants. The group does not claim to be a qualified medical provider.

The Requirement for Safeguards and Reforms

There is no going back to a time when doctors were assumed to know best. Vast 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 promote increasingly sensational 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 support women in choosing their care. Policymakers and bodies such as the World Health Organization should also develop plans for the online information landscape so that science-based healthcare is not undermined.